WEBVTT

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Broadcasting way too early from three

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separate Wi-Fi connections.

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It's PT Breakfast Club with Tony Meritato,

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Dave Kittle, and Jimmy McKay.

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All right,

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good morning to you here on PT Breakfast

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Club.

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On today's show,

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a real ultrasound device gets a little

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screen time and a hit from an HBO

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Max TV show.

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Jimmy can't afford HBO Max, but Tony,

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Tony's like, yeah, it's on.

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Will Butterfly be the next Theragun?

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Beer ads don't show people drinking.

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Think about it.

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Could a similar rule make physical therapy

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marketing ten times better?

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I don't know.

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We're going to find out.

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And the big one,

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if we ran Graham Sessions,

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What would we actually talk about?

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What would we put on the agenda?

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And also, for most of the audience,

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what the hell is Graham Sessions?

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Let's go.

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This is PK Breakfast Club.

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Good morning to you.

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Good morning to you both.

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Good morning.

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Good morning.

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Good morning.

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Good morning.

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I wanted to do this beer ad one

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first.

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Then we'll go to the virality.

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Tony, eagle eyes, spotting.

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We'll do that next.

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But I think constraints actually drive

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creativity.

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We've all had this.

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I mean,

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it's ironically the creative cliche.

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Think outside the box.

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I love when people work with me and

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they you're the creative one.

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Jimmy, think outside the box.

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Just do whatever.

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And then I come back and I go,

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cool.

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I need you to give me the box.

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What problem are we solving for?

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What are the constraints?

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And then they're like,

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we didn't think about that.

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I go, great.

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We're thinking about it now.

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Let's dig in.

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So did you guys even know this?

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I thought it was a law.

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It's not a law.

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It's a guideline.

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Like the beer industry essentially

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self-polices.

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Back in the day,

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somebody in radio told me it was a

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law.

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I researched it.

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It's not a law.

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It's a policy.

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But if you think about it,

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in my lifetime,

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I've never seen someone in a beer ad

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drink a beer.

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Holding them?

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Yes.

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Cheersing them?

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Yes.

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Frolicking on the beach with your friends

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who all have like abs, like eleven packs?

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Yes, that's allowed.

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But drinking the beer?

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Shotgunning them?

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Never seen it.

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You see that on SportsCenter or the Pat

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McAfee show.

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That you see shotgunning.

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Hey, congrats to the Hoosiers, by the way.

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I stayed up a little late last night

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to watch the Hoosiers.

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Go Canes.

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The Hoosiers?

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Come out of nowhere.

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It's a basketball school.

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So here's my question.

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Here's the box.

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If beer companies can still sell beer,

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I'm using their quotes,

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because what they don't sell is beer.

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What they really sell is good time.

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Hey guys, drink this.

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You'll be cool.

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Just like all your friends.

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But what if you couldn't,

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what if there were constraints?

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What if there were things you couldn't do

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or show?

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Would that actually make you more

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creative?

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I think it would.

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This is what you play around with.

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This is where you have to create the

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box.

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So what constraints would you put on it?

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You can't introduce any of your education.

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Wouldn't that be amazing?

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Isn't there a gym company just using

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letters and just saying it's a thing?

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Does that help them or not?

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What if you couldn't show exercise?

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I mean, big things.

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I have a really quick example that every

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single person watching or listening knows.

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I love that.

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Because of the industry,

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the industry and the deliverable is the

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constraint.

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Geico.

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Geico spends, I believe,

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either number one or number two,

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but I'm pretty sure number one,

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they spend either the first or second most

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ad dollars online and TV for Geico

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insurance.

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I said to my wife last night as

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we're watching the national championship

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game football,

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men's football championship game,

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and there was a Geico commercial.

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And I said, I turned and I said,

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isn't it crazy that they...

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had these Geico commercials and they have

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literally nothing to do with insurance.

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They don't even say the word insurance.

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The insurance is like, you know,

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Tony and everyone knows like it's a,

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it's like, it's like in the ether,

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it's not a physical thing.

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There's no handshake, whatever.

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It's just like you buy it.

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And there's this like policy that like is

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an invisible shield or whatever.

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So Geico came up with the gecko and,

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And it's different than State Farm and

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Progressive and all these others that

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actually weave stories around insurance.

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Geico, the constraint of insurance,

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like where the consumer doesn't get a

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tangible thing,

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they don't know what it looks like,

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and they created this little mascot.

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That is the constraint.

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And so beer and alcohol commercials are

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kind of somewhere in the middle.

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And then you have physical therapy in our

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world where you could show and tell

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everything, and there are no constraints.

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That's the harder part.

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When there's no constraints,

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you can do anything.

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And the problem now is you can do

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everything.

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So we've said this before.

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If you've listened to the show,

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American Airlines doesn't sell the cramped

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seat or the meal or the in-flight movie.

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They sell Maui, the beach,

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sell the destination.

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So I guess where are we going wrong?

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Because I feel like there's a lot of

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people...

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in our profession who are like, well,

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I don't know what to show them.

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So I'll talk about myself.

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I'll talk about my credentials.

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I'll talk about evidence based.

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I'll talk about the tools that I use.

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And I push back going,

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I have no idea what kind of impact

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wrench my mechanic has.

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I just want my car back as cheaply

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as possible, safe as possible.

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Give me the best mix.

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So what should we be removing?

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Dave, pick something.

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If Geico doesn't have insurance.

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I was going to kick it over to

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Tony.

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I was going to say what they're doing

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is they're just not doing what Tony does.

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They're not documenting.

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They're not putting up.

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And even Jimmy puts up a lot of,

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I don't know what your post per day

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cadence is now in frequency,

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but people just are not doing enough

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recording of patients and situations in

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their office.

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It could be with the front desk person.

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Tony does mostly

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patient facing video.

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And,

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and a lot of times you don't even

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see the patient's face, their knee,

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it's their foot.

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It's the, you know, pointing at swelling,

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whatever.

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literally just model toady maritato total

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therapy solutions go on his facebook go on

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his instagram connect with him there uh

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anywhere else you know your facebook page

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whatever simply just look at i don't know

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click like most watched and just i would

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just model the top ten videos that you're

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he's already doing but people are afraid

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of like oh i don't want to get

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criticized i don't know if this is going

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to resonate what if it only gets three

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likes what you know what who cares but

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that's the thing is that i think that

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is the first

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hurdle before we're even talking about

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constraints of like creativity and like

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what to do.

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Well,

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you highlighted one before Tony talks.

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Tony's aimed at patients.

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Josh Funk at Rehab to Perform is aimed

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at clinicians.

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So number one, define your audience.

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Tony knows who he's trying to talk to.

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People, not clinicians.

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Everybody but PTs.

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So what do you got?

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The only thing I could think of was

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I don't think we still do a good

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job understanding the buttons to push,

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understanding what the consumer wants,

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what they're afraid of,

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what they're interested in.

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And that's why I've been a supporter of

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the PT should not be the one creating

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the content.

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It should be somebody who doesn't

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understand PT.

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Somebody who has no idea what we do.

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Somebody looking from the outside in.

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I feel like I could do a better

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job marketing a restaurant

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that I'm not employee of a cook for

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involved with because I can see it from

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the consumer side.

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You know,

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now I've had twenty five years of

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experience.

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I've heard enough stories.

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I'm just barely starting to scratch the

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surface of understanding, like,

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what is the consumer really want to see?

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What is the consumer really want to hear?

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What are they looking for?

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And that's what I try to bring out

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in any of my consumer facing

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Social media.

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To Josh Funk, I feel like,

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fifteen years ago, twenty years ago,

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I was really good at talking to

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therapists.

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Because I was in that world.

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I understood what the therapist,

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reading this job post, looking at this,

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wanted to hear.

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I understood, you know,

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what they were looking for.

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Now I'm so far dissociated from that

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therapist,

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I can't communicate well to that therapist

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anymore.

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But maybe because I'm a fifty-year-old man

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dealing with my own orthopedic issues,

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I can communicate to the fifty-year-old

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man with his orthopedic issues sitting on

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the other side of the camera.

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Tony highlights a few things there.

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One, you're selling transformation.

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And I know people are like,

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that's so vague and not concrete.

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But you're also,

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like a lot of your content for one

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of your YouTube channels is just selling

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transformation.

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This looks like me.

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I remember one of the videos I saw

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recently was like, hey,

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these are the stitches after a knee

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replacement.

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And then people chime in with things like,

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and correct me if I'm wrong.

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Yeah, mine looked like that.

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Mine didn't look like that.

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Mine looked like this.

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Am I in trouble?

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I see me everywhere.

00:09:15.153 --> 00:09:16.154
If I see me everywhere,

00:09:16.174 --> 00:09:17.076
at least I know I'm in the right

00:09:17.115 --> 00:09:18.456
spot or what I'm looking for,

00:09:18.777 --> 00:09:19.758
what I know a lot of,

00:09:19.798 --> 00:09:20.578
what I don't know.

00:09:21.219 --> 00:09:22.139
Go around that.

00:09:22.860 --> 00:09:25.481
What Tony highlights is something I stole

00:09:25.501 --> 00:09:26.802
from someone called the curse of

00:09:26.842 --> 00:09:27.283
knowledge.

00:09:28.083 --> 00:09:29.605
If the PT is creating the content,

00:09:30.164 --> 00:09:31.885
a hundred percent, and they're like,

00:09:31.905 --> 00:09:32.907
I don't really know how to create content.

00:09:32.947 --> 00:09:34.488
I'm just going to record me doing me

00:09:34.528 --> 00:09:34.788
things.

00:09:34.807 --> 00:09:35.428
That's cool.

00:09:35.969 --> 00:09:36.909
But you have the curse of knowledge.

00:09:36.950 --> 00:09:37.870
You know too much.

00:09:38.530 --> 00:09:40.351
Now you look and sound like a PT

00:09:40.511 --> 00:09:42.192
and that's not what you want, right?

00:09:42.232 --> 00:09:42.533
You want to...

00:09:43.533 --> 00:09:46.956
Let me ask the best question is the

00:09:46.995 --> 00:09:48.895
fifteenth question the PT might get to.

00:09:49.336 --> 00:09:50.917
Ask that one first or say that thing

00:09:51.376 --> 00:09:51.717
first.

00:09:53.317 --> 00:09:55.158
Sell the emotion or share the emotion of

00:09:55.198 --> 00:09:55.658
the clinic.

00:09:56.099 --> 00:10:00.081
If we had the same ad agency on

00:10:00.360 --> 00:10:03.062
hand in Tony's clinic for seven days with

00:10:03.121 --> 00:10:05.844
no prep and on hand in New York

00:10:05.884 --> 00:10:08.365
City with Dave, seven days, no prep,

00:10:09.325 --> 00:10:10.907
they would tell vastly different stories

00:10:11.106 --> 00:10:14.269
they would look sound feel vastly

00:10:14.370 --> 00:10:15.831
different because a camera could go i

00:10:15.850 --> 00:10:17.893
don't understand this and that's their

00:10:17.932 --> 00:10:19.114
sort of superpower i don't understand

00:10:19.173 --> 00:10:20.134
explain it to me explain it to me

00:10:20.154 --> 00:10:21.777
again explain it to me again i call

00:10:21.797 --> 00:10:24.078
it the yeah and i and i posted

00:10:24.099 --> 00:10:25.379
the video on friday tony says that i

00:10:25.419 --> 00:10:27.282
dress up too much i dress up too

00:10:27.322 --> 00:10:30.684
nicely for physical therapy really what

00:10:30.705 --> 00:10:33.226
were you wearing was it a nice polo

00:10:33.246 --> 00:10:33.467
shirt

00:10:34.995 --> 00:10:37.517
so we made a bunch of videos my

00:10:37.537 --> 00:10:39.498
new therapist and I and one was it

00:10:39.538 --> 00:10:41.499
was me with a pea coat on with

00:10:41.519 --> 00:10:43.620
a scarf on riding a recumbent not a

00:10:43.640 --> 00:10:46.001
recumbent an upright bike oh I saw that

00:10:46.042 --> 00:10:49.543
one and I literally my new therapist he's

00:10:49.624 --> 00:10:51.304
the man he like gets it right away

00:10:51.325 --> 00:10:55.528
he knew say his name no last name

00:10:56.408 --> 00:10:59.009
Wolfinger tell me that's not a concierge

00:10:59.070 --> 00:11:01.331
PT's name exactly exactly

00:11:03.166 --> 00:11:03.446
Anyway,

00:11:03.485 --> 00:11:06.366
so in terms of differences between Tony's

00:11:06.427 --> 00:11:08.227
clinic and my clinic, I said to him,

00:11:08.288 --> 00:11:09.969
I go, like, the clinic,

00:11:09.989 --> 00:11:10.788
it was Friday afternoon.

00:11:10.849 --> 00:11:11.529
No one's there.

00:11:11.750 --> 00:11:12.370
It's quiet.

00:11:12.450 --> 00:11:12.809
And I go, hey,

00:11:12.830 --> 00:11:13.671
we're going to do some videos.

00:11:13.691 --> 00:11:14.110
You cool with that?

00:11:14.130 --> 00:11:14.390
Yeah, yeah.

00:11:14.711 --> 00:11:16.052
And I go, all right, this first one,

00:11:16.251 --> 00:11:17.312
I'm going to jump on the recumbent bike

00:11:17.331 --> 00:11:18.993
with my P-coat on with a scarf on.

00:11:19.472 --> 00:11:20.673
And you're going to say, Dave,

00:11:20.693 --> 00:11:21.274
what are you doing?

00:11:21.514 --> 00:11:22.534
And I'm going to say,

00:11:22.695 --> 00:11:23.455
you told me to warm up.

00:11:24.530 --> 00:11:25.932
and that was it and he like totally

00:11:25.971 --> 00:11:28.773
got it perfect shot whatever uh seven

00:11:28.812 --> 00:11:30.852
second video we're getting we're trying to

00:11:30.873 --> 00:11:32.533
get these digital assets out there i'm

00:11:32.553 --> 00:11:34.153
trying to be better like tony i'm trying

00:11:34.174 --> 00:11:37.235
to model his consistent behavior uh but

00:11:37.255 --> 00:11:39.996
tony said i dressed up too much i

00:11:40.017 --> 00:11:41.476
mean it brings up a good point but

00:11:41.876 --> 00:11:44.197
i was just giving you comments just to

00:11:44.217 --> 00:11:46.198
get get it going i appreciate it i

00:11:46.239 --> 00:11:47.979
appreciate it nonetheless awesome i

00:11:48.019 --> 00:11:49.159
thought it was a great video

00:11:50.529 --> 00:11:52.231
It actually got me thinking, like,

00:11:52.753 --> 00:11:54.696
I wasn't sure what you were trying to

00:11:54.755 --> 00:11:57.259
say, but like, I knew what you said.

00:11:57.399 --> 00:11:59.140
I wasn't sure the meaning you were trying

00:11:59.160 --> 00:11:59.822
to convey,

00:12:00.283 --> 00:12:02.304
but that just got me stuck on that

00:12:02.345 --> 00:12:04.027
video longer because I was like,

00:12:04.528 --> 00:12:05.109
I don't get it.

00:12:05.568 --> 00:12:06.791
He's warming up.

00:12:06.831 --> 00:12:07.511
What does he mean?

00:12:08.145 --> 00:12:08.725
Yeah.

00:12:08.846 --> 00:12:09.866
It was like a pattern interrupt,

00:12:09.907 --> 00:12:10.246
wasn't it?

00:12:10.307 --> 00:12:10.746
A little bit.

00:12:11.167 --> 00:12:12.168
It should be.

00:12:12.227 --> 00:12:13.128
Yeah.

00:12:13.168 --> 00:12:14.009
That doesn't make any sense.

00:12:14.028 --> 00:12:14.808
I want to see what this is.

00:12:14.849 --> 00:12:16.210
I'll stick around for four more seconds.

00:12:16.950 --> 00:12:17.210
Um,

00:12:17.250 --> 00:12:18.791
this brings up something I didn't think we

00:12:18.811 --> 00:12:20.772
were going to go into, but like, um,

00:12:21.392 --> 00:12:23.472
I know we wear clothing as a physical

00:12:23.493 --> 00:12:25.033
therapist and we've adopted.

00:12:25.313 --> 00:12:27.355
Well,

00:12:27.375 --> 00:12:29.134
you could work scrubs or you can wear

00:12:29.154 --> 00:12:30.535
a pillow or you can wear a button

00:12:30.576 --> 00:12:32.777
down or you can wear your branded.

00:12:33.277 --> 00:12:34.538
So let me ask you this question.

00:12:34.717 --> 00:12:35.857
Do you know why the,

00:12:35.898 --> 00:12:36.839
you guys know the Orkin man?

00:12:39.710 --> 00:12:40.811
Yeah.

00:12:40.831 --> 00:12:40.990
Dave,

00:12:41.010 --> 00:12:41.892
do you know the Orcan manual in the

00:12:41.932 --> 00:12:42.091
city?

00:12:42.111 --> 00:12:43.192
I don't even know if you guys know.

00:12:43.212 --> 00:12:44.974
Yeah, that's the pest control.

00:12:45.793 --> 00:12:47.596
Do you know why the Orcan man wears

00:12:47.635 --> 00:12:48.056
a helmet?

00:12:48.677 --> 00:12:50.057
Like his uniform is a helmet.

00:12:50.097 --> 00:12:52.259
It's like a white construction helmet with

00:12:52.298 --> 00:12:53.399
a red.

00:12:53.620 --> 00:12:55.841
They want to imply that they go under

00:12:55.861 --> 00:12:57.363
your deck because that's a common place

00:12:57.383 --> 00:12:59.183
for pets and rodents and animals.

00:12:59.625 --> 00:12:59.825
Yeah.

00:13:00.465 --> 00:13:01.546
Well, I was explaining that.

00:13:01.645 --> 00:13:03.746
And also like the thing we're doing, it's,

00:13:04.527 --> 00:13:05.927
it's not, it's not basic.

00:13:05.967 --> 00:13:06.288
Like you need,

00:13:06.307 --> 00:13:09.950
you gotta wear safety equipment.

00:13:10.029 --> 00:13:11.350
Doesn't he also have like a white suit,

00:13:11.390 --> 00:13:12.671
like on the logo or the commercial?

00:13:12.691 --> 00:13:14.251
It's like a white jumpsuit.

00:13:14.892 --> 00:13:15.552
I think.

00:13:15.572 --> 00:13:17.854
I'll tell you what you talk about.

00:13:17.953 --> 00:13:19.855
Tony talks about medical theater all the

00:13:19.875 --> 00:13:20.154
time.

00:13:20.534 --> 00:13:22.216
If someone with pest control shows up with

00:13:22.235 --> 00:13:23.517
a white suit and a helmet on,

00:13:25.376 --> 00:13:26.880
versus someone else who shows up in an

00:13:27.121 --> 00:13:28.404
old Carhartt,

00:13:28.625 --> 00:13:30.110
looks like they were a mechanic for twenty

00:13:30.129 --> 00:13:30.711
five years.

00:13:31.373 --> 00:13:32.456
Which one can charge more money?

00:13:34.445 --> 00:13:35.546
For the Orkin thing?

00:13:35.605 --> 00:13:36.206
Yeah, that.

00:13:36.226 --> 00:13:39.149
But if you're fixing my diesel truck,

00:13:39.469 --> 00:13:42.370
I want the guys... No, no, no.

00:13:42.871 --> 00:13:44.232
Just plain Jane pest control.

00:13:44.273 --> 00:13:45.192
Which one can charge more?

00:13:45.494 --> 00:13:46.254
That's why it's theater.

00:13:46.333 --> 00:13:47.534
I'm going to pay more for that.

00:13:47.914 --> 00:13:50.297
But what Orkin...

00:13:50.476 --> 00:13:52.298
This was explained in college.

00:13:52.519 --> 00:13:54.279
What they're trying to say without saying

00:13:54.340 --> 00:13:55.181
it is, listen...

00:13:55.480 --> 00:13:56.221
We're the experts,

00:13:56.322 --> 00:13:57.741
and this isn't something you just do.

00:13:57.761 --> 00:13:58.923
You don't just go to the store and

00:13:58.962 --> 00:14:00.844
buy a can and shake it and spray

00:14:00.884 --> 00:14:00.984
it.

00:14:01.245 --> 00:14:02.304
Dude, look at this helmet.

00:14:02.325 --> 00:14:03.985
You think I just wear a helmet around?

00:14:04.366 --> 00:14:05.547
That's why the guy's wearing a helmet

00:14:05.586 --> 00:14:06.908
while he's knocking on your door.

00:14:07.408 --> 00:14:08.428
This is serious business.

00:14:08.729 --> 00:14:09.950
But you're never going to not see it.

00:14:10.230 --> 00:14:11.711
So then someone might say, well,

00:14:11.931 --> 00:14:13.672
we should walk around with stethoscopes.

00:14:14.092 --> 00:14:15.793
And I'm like, maybe.

00:14:16.573 --> 00:14:17.154
I don't know.

00:14:18.211 --> 00:14:20.557
So this is where Dave's uniform would be

00:14:20.616 --> 00:14:21.038
different.

00:14:21.259 --> 00:14:22.100
I would say, Dave,

00:14:22.182 --> 00:14:23.745
what would your helmet be?

00:14:24.105 --> 00:14:25.149
I have an idea.

00:14:25.370 --> 00:14:26.371
I'll kick you my idea.

00:14:27.562 --> 00:14:28.464
If I were Dave,

00:14:28.604 --> 00:14:29.865
I would go the other way,

00:14:30.065 --> 00:14:33.187
and I would go with leather medical bag

00:14:33.346 --> 00:14:35.009
like the doctors used to have.

00:14:35.109 --> 00:14:35.989
I'm being serious, though,

00:14:36.308 --> 00:14:37.791
because that says house calls.

00:14:37.971 --> 00:14:40.812
That says concierge.

00:14:41.153 --> 00:14:42.394
Do you have concierge?

00:14:42.514 --> 00:14:44.576
I carry not the traditional old school

00:14:44.596 --> 00:14:44.995
brown one,

00:14:45.015 --> 00:14:48.619
but I have a black leather briefcase.

00:14:49.019 --> 00:14:50.120
It's like a briefcase,

00:14:50.179 --> 00:14:51.561
but it has a sling as well.

00:14:52.020 --> 00:14:54.102
I've been doing black leather briefcases

00:14:54.143 --> 00:14:55.663
for seven, eight years.

00:14:56.183 --> 00:14:57.504
And I would just have like your name

00:14:57.565 --> 00:14:59.125
on it, like embroidered or something.

00:14:59.145 --> 00:15:00.606
I got the initials.

00:15:01.168 --> 00:15:01.707
That's fine.

00:15:01.988 --> 00:15:04.470
But like that tells part of the story.

00:15:06.010 --> 00:15:06.291
I don't.

00:15:07.371 --> 00:15:08.293
That's what we're trying to.

00:15:08.533 --> 00:15:09.854
So I think that's the problem is like

00:15:10.293 --> 00:15:11.916
the uniform for our profession would be so

00:15:12.015 --> 00:15:12.456
wide.

00:15:13.736 --> 00:15:14.817
I don't know where we would start.

00:15:14.837 --> 00:15:15.018
All right.

00:15:15.038 --> 00:15:15.658
We lost Tony.

00:15:15.697 --> 00:15:17.980
Tony was like, I'm out.

00:15:18.000 --> 00:15:18.220
He was.

00:15:18.279 --> 00:15:19.701
I think he had some spotty coverage

00:15:19.740 --> 00:15:20.020
anyway.

00:15:20.041 --> 00:15:22.003
Right.

00:15:22.023 --> 00:15:22.123
Yeah.

00:15:22.182 --> 00:15:22.383
He was.

00:15:22.403 --> 00:15:23.283
He was fuzzy on my end.

00:15:23.679 --> 00:15:25.100
This is a good time to talk about

00:15:25.221 --> 00:15:26.722
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00:15:26.923 --> 00:15:28.245
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00:15:28.904 --> 00:15:30.066
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00:15:30.086 --> 00:15:32.067
but if you think about it, like Geico,

00:15:32.589 --> 00:15:34.510
you know the problem and they solve it.

00:15:35.130 --> 00:15:36.673
Today's episode of PT Breakfast Club is

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brought to you by the HIPAA gag ball,

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00:15:43.500 --> 00:15:44.640
You don't have an image?

00:15:44.961 --> 00:15:45.402
I got to see this.

00:15:46.081 --> 00:15:47.062
I got up late this morning.

00:15:50.664 --> 00:15:52.046
Janice can't overshare about Mr.

00:15:52.066 --> 00:15:53.947
Henderson's sciatica if she's got a

00:15:53.967 --> 00:15:55.028
branded foam ball.

00:15:56.188 --> 00:15:57.110
HIPAA gag ball.

00:15:57.269 --> 00:15:59.571
It's stylish and legally ambiguous.

00:15:59.892 --> 00:16:01.413
HIPAA gag ball because when it comes to

00:16:01.452 --> 00:16:03.413
patient privacy, less is more.

00:16:03.494 --> 00:16:04.534
Actually, ChatGPT was like,

00:16:04.554 --> 00:16:06.436
I can't create that image because it had

00:16:06.456 --> 00:16:07.277
something to do with a gag.

00:16:07.777 --> 00:16:11.317
I was like, you know this is satire.

00:16:11.457 --> 00:16:12.837
You created the ad.

00:16:13.177 --> 00:16:14.318
It still would not create it.

00:16:15.379 --> 00:16:16.558
Let's go to the next topic and maybe

00:16:16.578 --> 00:16:18.639
we'll get Tony back.

00:16:19.779 --> 00:16:20.879
I won't do the butterfly story because

00:16:20.899 --> 00:16:21.280
that was his.

00:16:21.961 --> 00:16:24.500
I will skip to... Oh,

00:16:24.561 --> 00:16:25.581
I wrote an article yesterday.

00:16:25.621 --> 00:16:26.381
I don't write a lot.

00:16:27.337 --> 00:16:29.538
But then I made a short-form video,

00:16:29.558 --> 00:16:30.759
which is something I do a lot.

00:16:31.080 --> 00:16:32.801
Did you type it or did you chat

00:16:32.841 --> 00:16:33.821
GVT?

00:16:34.441 --> 00:16:36.481
I talked for about an hour.

00:16:36.881 --> 00:16:38.442
To get a really good article,

00:16:38.523 --> 00:16:40.203
like one prompt, you will get...

00:16:41.244 --> 00:16:42.605
Ben Affleck was talking about this the

00:16:42.625 --> 00:16:42.845
other day.

00:16:42.884 --> 00:16:43.264
You'll get...

00:16:44.225 --> 00:16:46.187
Ben Affleck actually was terribly deep

00:16:46.206 --> 00:16:47.226
about AI the other day.

00:16:47.287 --> 00:16:48.307
I think it was on a Joe Rogan

00:16:48.347 --> 00:16:48.528
show.

00:16:48.768 --> 00:16:49.168
And he was like,

00:16:49.368 --> 00:16:50.769
you will get the mean...

00:16:52.216 --> 00:16:53.958
you will get the very middle of the

00:16:53.999 --> 00:16:54.479
prompt.

00:16:54.720 --> 00:16:55.039
He's like,

00:16:55.100 --> 00:16:56.962
that's not what people pay for or want

00:16:57.023 --> 00:16:57.844
or pay attention to.

00:16:58.224 --> 00:17:00.187
So I'll usually go around for about an

00:17:00.246 --> 00:17:01.688
hour if I'm writing an article.

00:17:01.769 --> 00:17:03.292
Short form video, twenty minutes.

00:17:04.032 --> 00:17:07.156
But the idea was hard work

00:17:08.018 --> 00:17:09.179
doesn't convert.

00:17:09.338 --> 00:17:10.559
So some... Rob...

00:17:10.579 --> 00:17:12.101
This guy Rob is a PT for four

00:17:12.141 --> 00:17:12.500
years.

00:17:12.540 --> 00:17:13.961
He's been in all sorts of whatever

00:17:15.383 --> 00:17:17.125
sections of the profession.

00:17:17.164 --> 00:17:18.384
He's worked in professional sports.

00:17:18.425 --> 00:17:20.426
He's worked in a large agency or a

00:17:20.446 --> 00:17:21.146
large organization.

00:17:21.647 --> 00:17:22.188
And he was like...

00:17:23.769 --> 00:17:25.210
He had a series of posts.

00:17:25.550 --> 00:17:25.971
And I was like,

00:17:27.251 --> 00:17:28.952
do people not want to work hard?

00:17:29.032 --> 00:17:31.075
It just feels like a weird mismatch.

00:17:31.115 --> 00:17:32.675
Someone goes through all this education,

00:17:32.695 --> 00:17:33.635
jumps through all these hoops,

00:17:33.675 --> 00:17:34.096
and then they're like,

00:17:34.116 --> 00:17:34.836
I don't want to work hard.

00:17:35.417 --> 00:17:35.538
Or...

00:17:36.493 --> 00:17:37.955
Yeah, some don't and some do.

00:17:39.397 --> 00:17:40.480
My counterpoint, well,

00:17:40.500 --> 00:17:42.603
then that's a bell curve.

00:17:42.643 --> 00:17:43.784
If you've got a hundred people,

00:17:44.744 --> 00:17:46.086
it'll fall on the bell curve because we

00:17:46.106 --> 00:17:46.847
know large enough numbers.

00:17:47.328 --> 00:17:48.130
My question is,

00:17:48.530 --> 00:17:50.913
is it laziness or is it a conversion

00:17:50.953 --> 00:17:51.314
factor?

00:17:52.337 --> 00:17:54.597
Like if I gave ten units of work

00:17:55.098 --> 00:17:57.179
thirty years ago, I would get X.

00:17:57.358 --> 00:17:58.898
And now if I give ten units of

00:17:58.959 --> 00:18:00.839
work, I get less than X.

00:18:01.180 --> 00:18:03.480
So I'm being de-incentivized.

00:18:03.961 --> 00:18:05.560
So I don't think it's are new grads

00:18:05.681 --> 00:18:08.920
lazy or I think it might be –

00:18:07.800 --> 00:18:08.761
I don't think it's even new grads.

00:18:08.781 --> 00:18:09.842
I think people are just saying people

00:18:09.862 --> 00:18:10.602
don't want to work anymore.

00:18:11.162 --> 00:18:12.761
Or are people just better at doing math

00:18:12.801 --> 00:18:14.343
going the juice ain't worth the squeeze,

00:18:14.363 --> 00:18:15.163
so I'll work.

00:18:15.663 --> 00:18:16.683
But this extra stuff,

00:18:17.104 --> 00:18:18.625
it actually doesn't convert.

00:18:18.644 --> 00:18:20.326
You're asking smart people to do a stupid

00:18:20.346 --> 00:18:20.546
thing.

00:18:21.046 --> 00:18:22.126
So I said that and a bunch of

00:18:22.146 --> 00:18:23.147
people agree with me and then a bunch

00:18:23.167 --> 00:18:23.867
of people disagree with me.

00:18:23.887 --> 00:18:25.249
The funny part is the people that

00:18:25.328 --> 00:18:27.210
disagreed with me were like...

00:18:27.950 --> 00:18:30.132
All they were doing was using outliers.

00:18:30.172 --> 00:18:30.471
Like, well,

00:18:30.571 --> 00:18:32.252
Elon Musk wasn't handed anything.

00:18:32.272 --> 00:18:32.653
And I was like,

00:18:32.992 --> 00:18:35.595
I didn't say anything about being handed

00:18:35.634 --> 00:18:35.954
anything.

00:18:36.234 --> 00:18:37.096
What I said was,

00:18:37.476 --> 00:18:39.217
you're saying no one wants to work hard

00:18:39.277 --> 00:18:39.938
and I'm saying...

00:18:40.597 --> 00:18:41.959
They do want to work hard,

00:18:42.019 --> 00:18:43.500
but the juice ain't worth the squeeze,

00:18:43.520 --> 00:18:44.101
so why would they?

00:18:44.381 --> 00:18:44.882
Well,

00:18:44.961 --> 00:18:46.522
people who go outside the box and create

00:18:46.542 --> 00:18:47.463
their own companies, I'm like,

00:18:48.085 --> 00:18:48.945
exception or rule?

00:18:49.086 --> 00:18:50.146
Which one are we talking about?

00:18:51.167 --> 00:18:52.949
People were talking, the premise was,

00:18:53.390 --> 00:18:54.790
these clinicians don't want to go the

00:18:54.851 --> 00:18:55.451
extra mile.

00:18:56.334 --> 00:18:57.894
And my counter was, why?

00:18:58.655 --> 00:18:59.615
Are people just lazy?

00:18:59.655 --> 00:19:01.176
Do I have shorter attention spans?

00:19:01.257 --> 00:19:02.959
Are they just disincentivized to work?

00:19:03.659 --> 00:19:04.859
I don't think that's true.

00:19:05.079 --> 00:19:07.181
I think the conversion factor is different

00:19:07.201 --> 00:19:08.061
because the funny part is,

00:19:08.382 --> 00:19:09.363
and this will be the last thing before

00:19:09.423 --> 00:19:10.063
I let you guys talk.

00:19:11.023 --> 00:19:12.305
In the same argument, they say,

00:19:12.365 --> 00:19:12.884
we get it.

00:19:12.944 --> 00:19:15.007
Reimbursements down and salaries are tough

00:19:15.027 --> 00:19:16.548
and schools more expensive.

00:19:16.567 --> 00:19:16.928
I was like,

00:19:17.387 --> 00:19:19.390
that sounds like a shitty beginning.

00:19:20.717 --> 00:19:22.478
It sounds as if the conversion factor is

00:19:22.498 --> 00:19:22.817
wrong.

00:19:22.837 --> 00:19:24.798
You're asking me to run the same mile,

00:19:24.818 --> 00:19:25.839
but mine's uphill.

00:19:26.240 --> 00:19:27.820
And you're wondering why I don't run

00:19:28.280 --> 00:19:28.862
harder.

00:19:29.602 --> 00:19:30.982
So that's all I was saying.

00:19:31.063 --> 00:19:32.483
I wasn't saying that there aren't lazy

00:19:32.523 --> 00:19:32.824
people.

00:19:32.903 --> 00:19:33.304
There are.

00:19:33.624 --> 00:19:34.585
I think there are people who do want

00:19:34.605 --> 00:19:35.365
to work hard.

00:19:35.805 --> 00:19:36.586
But when they do,

00:19:36.665 --> 00:19:38.826
the conversion factor is different in

00:19:38.886 --> 00:19:40.907
twenty twenty six than it was in nineteen

00:19:40.948 --> 00:19:41.387
eighty six.

00:19:41.709 --> 00:19:42.348
That was my point.

00:19:45.144 --> 00:19:46.964
Yeah, and I hate the word hard.

00:19:47.605 --> 00:19:49.968
Hard is just such a subjective term.

00:19:50.008 --> 00:19:51.808
It's not measurable.

00:19:51.969 --> 00:19:54.550
What I perceive as hard is not what

00:19:54.570 --> 00:19:56.031
Dave perceives as hard.

00:19:56.893 --> 00:20:00.036
So we're using this weird metric to try

00:20:00.155 --> 00:20:02.297
and judge these differences.

00:20:03.739 --> 00:20:04.980
But I will say, you know,

00:20:05.319 --> 00:20:07.842
we are definitely in a situation where I

00:20:07.862 --> 00:20:09.844
think about things very differently than

00:20:09.923 --> 00:20:11.865
maybe a new grad clinician is thinking

00:20:11.885 --> 00:20:12.446
about them.

00:20:12.946 --> 00:20:16.109
What I would value as a twenty five

00:20:16.150 --> 00:20:18.332
year veteran in the profession is not what

00:20:18.372 --> 00:20:19.653
a new grad might value.

00:20:20.233 --> 00:20:21.515
And so we're going to have different

00:20:21.714 --> 00:20:24.617
judgment on what's what's beneficial,

00:20:24.657 --> 00:20:25.258
not even hard.

00:20:25.618 --> 00:20:26.759
What's good, what's not good.

00:20:28.119 --> 00:20:29.000
Agreed.

00:20:29.019 --> 00:20:29.760
That's all I was saying.

00:20:29.941 --> 00:20:31.082
And it resonated in video.

00:20:32.382 --> 00:20:33.222
And the funny part is a lot of

00:20:33.242 --> 00:20:34.663
people making comments on Instagram were

00:20:34.682 --> 00:20:34.863
like,

00:20:35.022 --> 00:20:36.344
I've been a PT for twenty five years.

00:20:36.384 --> 00:20:36.943
And I was like, oh,

00:20:36.983 --> 00:20:37.664
here we go again.

00:20:37.684 --> 00:20:38.384
These kids are lazy.

00:20:38.404 --> 00:20:40.026
And they were like, no, it sucks now.

00:20:40.266 --> 00:20:40.746
It's different.

00:20:40.786 --> 00:20:41.186
He's right.

00:20:41.227 --> 00:20:41.666
The convert.

00:20:42.106 --> 00:20:43.807
I'm working just as hard as I did

00:20:43.887 --> 00:20:44.567
twenty five years ago.

00:20:44.587 --> 00:20:46.909
I'm getting less or I'm working harder and

00:20:46.969 --> 00:20:47.990
not getting the same.

00:20:48.410 --> 00:20:49.530
So it's not effort.

00:20:50.546 --> 00:20:51.846
So I was saying it's not the input,

00:20:51.886 --> 00:20:52.688
it's the output.

00:20:53.028 --> 00:20:54.729
And if I keep doing something over and

00:20:54.788 --> 00:20:56.250
over again and getting a shitty result,

00:20:56.569 --> 00:20:58.412
and then I stop doing that thing as

00:20:58.471 --> 00:21:01.433
much, I'm yelled at for it.

00:21:01.733 --> 00:21:02.674
Like, that's weird.

00:21:02.894 --> 00:21:04.855
So anyway, that was my article.

00:21:04.976 --> 00:21:05.836
I did reach out to the guy who

00:21:05.856 --> 00:21:07.218
wrote the three-part series.

00:21:07.478 --> 00:21:08.378
Seems like a very smart guy.

00:21:09.238 --> 00:21:10.038
I told him, I was like, listen,

00:21:11.019 --> 00:21:11.979
I actually, ironically,

00:21:12.019 --> 00:21:13.499
and I said this in comments, I'm like,

00:21:13.798 --> 00:21:15.740
I agree with most of what you're saying.

00:21:15.819 --> 00:21:17.320
I don't think you're listening to what I'm

00:21:17.441 --> 00:21:17.861
saying.

00:21:18.480 --> 00:21:19.520
Because he was like,

00:21:19.861 --> 00:21:21.182
people need to work hard, buckle it up.

00:21:21.201 --> 00:21:21.761
And I'm like, my man,

00:21:21.801 --> 00:21:23.402
I worked for three years for free.

00:21:23.461 --> 00:21:25.383
My first job paid me fifteen thousand

00:21:25.403 --> 00:21:26.002
dollars a year.

00:21:26.522 --> 00:21:28.044
I did it because I wanted awesome.

00:21:28.584 --> 00:21:29.384
But eventually,

00:21:29.704 --> 00:21:31.287
after I worked at that radio station for

00:21:31.346 --> 00:21:33.548
three years and got promoted three times

00:21:33.568 --> 00:21:35.671
in the first seven months, but no raise,

00:21:36.131 --> 00:21:36.991
I did the math and I was like,

00:21:37.492 --> 00:21:39.233
oh, this sucks.

00:21:39.515 --> 00:21:40.255
I don't want to work here.

00:21:41.698 --> 00:21:43.278
He literally was like, hey, boss,

00:21:43.397 --> 00:21:45.179
I promoted three times in seven months.

00:21:45.838 --> 00:21:47.519
I'm actually losing money because I moved

00:21:47.558 --> 00:21:49.660
from nights to days at the radio station.

00:21:49.700 --> 00:21:51.160
So I couldn't work a part-time job that

00:21:51.180 --> 00:21:52.599
I was a substitute teacher during the day.

00:21:52.920 --> 00:21:53.140
I was like,

00:21:53.400 --> 00:21:55.840
I'm losing a day getting promoted for you.

00:21:56.560 --> 00:21:57.800
And the GM's response was,

00:21:58.141 --> 00:21:58.882
do you want me to move you back

00:21:58.902 --> 00:21:59.342
to nights?

00:21:59.622 --> 00:22:02.082
And I was like, oh, you're a dick.

00:22:02.481 --> 00:22:03.102
Got it.

00:22:03.142 --> 00:22:03.622
Never mind.

00:22:03.642 --> 00:22:05.002
I don't want to work here anymore.

00:22:05.143 --> 00:22:05.762
So then I left.

00:22:06.962 --> 00:22:08.644
So that was my point.

00:22:08.683 --> 00:22:09.084
Real quick,

00:22:09.163 --> 00:22:12.545
my problem with this combo is my

00:22:12.605 --> 00:22:13.724
understanding, at least,

00:22:13.765 --> 00:22:15.425
is a lot of people want to get

00:22:15.486 --> 00:22:18.385
paid in relation to the effort they put

00:22:18.526 --> 00:22:20.807
in, not in the output they generate.

00:22:20.826 --> 00:22:22.847
And I think that's where we have a

00:22:22.907 --> 00:22:23.647
disconnect.

00:22:23.928 --> 00:22:25.688
I don't care if you work hard.

00:22:25.708 --> 00:22:28.868
I would rather you work easy and produce

00:22:28.929 --> 00:22:30.950
more output that I can pay you more

00:22:30.970 --> 00:22:31.289
for.

00:22:31.829 --> 00:22:32.529
Agreed.

00:22:32.750 --> 00:22:33.769
I also agree.

00:22:33.851 --> 00:22:35.451
Show me the path.

00:22:36.703 --> 00:22:38.585
But we're going in and also in the

00:22:38.684 --> 00:22:40.185
argument was like, well,

00:22:40.226 --> 00:22:41.307
reimbursements going down.

00:22:41.366 --> 00:22:41.946
I'm like, right.

00:22:41.987 --> 00:22:43.607
We all agreed that agreed.

00:22:44.388 --> 00:22:45.249
I don't want you to say, well,

00:22:45.288 --> 00:22:47.590
I showed up and I did average and

00:22:47.631 --> 00:22:48.171
I got more.

00:22:48.250 --> 00:22:49.632
That math doesn't math either.

00:22:50.051 --> 00:22:51.593
But when people say these kids today,

00:22:51.853 --> 00:22:53.535
like anything after these kids today.

00:22:54.394 --> 00:22:55.375
I don't know if it's ever been good.

00:22:55.556 --> 00:22:56.096
It's not good.

00:22:57.076 --> 00:22:58.277
So read that.

00:22:58.416 --> 00:22:59.156
It's on LinkedIn.

00:22:59.196 --> 00:23:00.176
I would love people's thoughts.

00:23:00.317 --> 00:23:00.857
Let's go back.

00:23:00.897 --> 00:23:01.657
Now that Tony's back,

00:23:02.018 --> 00:23:02.999
this is your topic and I don't want

00:23:03.019 --> 00:23:03.378
to take it.

00:23:03.419 --> 00:23:04.118
I had this up next.

00:23:05.680 --> 00:23:07.461
A real clinical tool that Dave has

00:23:07.520 --> 00:23:08.401
experience with.

00:23:08.621 --> 00:23:09.862
And I feel like you were all about

00:23:09.882 --> 00:23:11.082
this for a while there.

00:23:11.402 --> 00:23:12.202
I mean, externally.

00:23:12.262 --> 00:23:13.843
You still use this.

00:23:14.544 --> 00:23:15.243
I mean, I still am.

00:23:15.263 --> 00:23:17.964
I'm not going to say the name of

00:23:18.005 --> 00:23:19.085
the product forever.

00:23:19.246 --> 00:23:22.166
I haven't pursued any Tony's...

00:23:23.365 --> 00:23:25.086
Brand deals or whatever.

00:23:25.186 --> 00:23:26.048
So like, but yeah, I mean,

00:23:26.107 --> 00:23:27.569
I mentioned I did some episodes on it

00:23:27.730 --> 00:23:28.130
and I,

00:23:28.430 --> 00:23:30.732
I still think regardless of the device,

00:23:30.813 --> 00:23:32.734
I do think that diagnostic ultrasound is

00:23:32.775 --> 00:23:35.577
really great for orthopedic anything.

00:23:35.637 --> 00:23:37.079
So home visits,

00:23:37.140 --> 00:23:39.442
concierge for brick and mortar outpatient

00:23:39.481 --> 00:23:41.703
in network, Medicare out of network,

00:23:41.743 --> 00:23:41.964
whatever.

00:23:41.984 --> 00:23:42.404
It doesn't matter.

00:23:42.684 --> 00:23:43.026
I think it's,

00:23:43.746 --> 00:23:45.868
still significantly underutilized by

00:23:45.929 --> 00:23:46.609
physical therapists.

00:23:46.630 --> 00:23:47.029
So yeah,

00:23:47.069 --> 00:23:51.194
Tony mentioned he saw it on ER or

00:23:51.234 --> 00:23:53.919
Grey's Anatomy or The Pit or what's the

00:23:53.939 --> 00:23:54.660
show nowadays?

00:23:56.862 --> 00:23:58.944
What's the newest soap opera with

00:23:59.125 --> 00:23:59.586
hospitals?

00:24:00.615 --> 00:24:02.355
P-I-T-T Pitt.

00:24:02.996 --> 00:24:05.278
It's an emergency department in

00:24:05.337 --> 00:24:06.038
Pittsburgh.

00:24:06.459 --> 00:24:07.818
It's a decent show.

00:24:09.200 --> 00:24:10.961
My wife and I have to laugh every

00:24:11.020 --> 00:24:11.642
episode.

00:24:11.682 --> 00:24:14.083
We didn't get our woke bingo card,

00:24:14.103 --> 00:24:14.983
but if you did,

00:24:15.023 --> 00:24:17.105
we would hit bingo every episode.

00:24:17.744 --> 00:24:19.886
They're checking all of the boxes.

00:24:20.753 --> 00:24:24.056
But so it was was I think it

00:24:24.076 --> 00:24:25.136
was episode twelve,

00:24:25.196 --> 00:24:26.897
season one or something like that.

00:24:27.298 --> 00:24:27.898
We're sitting there,

00:24:27.919 --> 00:24:29.420
we're watching and all of a sudden they

00:24:29.440 --> 00:24:31.161
pull out this butterfly ultrasound.

00:24:31.181 --> 00:24:33.102
Now, I don't do diagnostic ultrasound,

00:24:33.122 --> 00:24:34.143
but I know the product.

00:24:35.844 --> 00:24:36.703
I was like, holy shit,

00:24:36.763 --> 00:24:39.046
this is this is, you know, paid placement.

00:24:39.066 --> 00:24:40.166
This is what I've been talking about.

00:24:40.227 --> 00:24:41.748
This is what we need to get get

00:24:41.807 --> 00:24:43.388
more of in our profession.

00:24:44.530 --> 00:24:46.272
I shared that post yesterday,

00:24:46.553 --> 00:24:47.413
tagged you guys.

00:24:47.433 --> 00:24:48.894
A couple people came back.

00:24:48.934 --> 00:24:51.336
They said it wasn't a paid promotion.

00:24:51.576 --> 00:24:53.778
So somebody had put out a media release,

00:24:53.818 --> 00:24:54.559
press release.

00:24:55.440 --> 00:24:56.721
When the episode aired,

00:24:57.402 --> 00:24:59.144
I guess a representative from the show

00:24:59.163 --> 00:25:00.765
reached out to the company, said, hey,

00:25:00.785 --> 00:25:02.226
we want one of these devices.

00:25:02.666 --> 00:25:04.768
There's got to be some compensation

00:25:04.909 --> 00:25:06.369
somewhere behind this.

00:25:06.390 --> 00:25:07.590
Of course.

00:25:07.611 --> 00:25:07.891
But no,

00:25:07.951 --> 00:25:10.713
it wasn't technically a paid placement.

00:25:11.588 --> 00:25:12.932
What I'm saying is,

00:25:13.012 --> 00:25:16.163
so now Dave uses different devices.

00:25:17.153 --> 00:25:18.973
this would be something where if i had

00:25:19.034 --> 00:25:21.275
that device in my clinic i would

00:25:21.295 --> 00:25:24.576
immediately be putting out uh content

00:25:24.817 --> 00:25:27.417
connecting that episode to me in the

00:25:27.438 --> 00:25:30.159
clinic to what i'm actually doing uh

00:25:30.259 --> 00:25:32.279
whether it be you know a green screen

00:25:32.319 --> 00:25:34.181
with that in the background and me talking

00:25:34.201 --> 00:25:36.382
about it to me actually using it with

00:25:36.402 --> 00:25:39.023
clients showing how it works i would be

00:25:39.104 --> 00:25:41.684
leveraging the recognition of pit

00:25:42.204 --> 00:25:44.726
which this episode came out, I think,

00:25:44.766 --> 00:25:45.926
in twenty twenty four.

00:25:45.967 --> 00:25:47.727
So it's not a current episode.

00:25:48.227 --> 00:25:49.928
It just hit my radar.

00:25:50.188 --> 00:25:51.648
But I just think it's brilliant.

00:25:52.189 --> 00:25:54.609
And it was just you guys remember Wayne's

00:25:54.630 --> 00:25:54.930
World.

00:25:54.970 --> 00:25:57.931
Jimmy has shared photos of Wayne's World

00:25:57.951 --> 00:25:59.612
like it was exactly that.

00:25:59.971 --> 00:26:01.972
They said the name, they said the brand,

00:26:01.992 --> 00:26:03.334
they turn the box around,

00:26:03.374 --> 00:26:05.673
they show the logo and it came back

00:26:05.734 --> 00:26:07.454
in the episode two or three times.

00:26:07.515 --> 00:26:09.016
It was hilarious.

00:26:09.076 --> 00:26:10.536
It's so it's absolutely a paid placement.

00:26:10.836 --> 00:26:11.717
Why would they say it wasn't?

00:26:13.213 --> 00:26:16.138
The press release said they did not pay

00:26:16.179 --> 00:26:16.680
for it.

00:26:16.740 --> 00:26:19.765
They just asked for a free product and

00:26:19.805 --> 00:26:21.728
then used the product in the show.

00:26:22.930 --> 00:26:24.733
I used to do this back in the

00:26:24.773 --> 00:26:26.876
day, obviously on a different scale.

00:26:28.055 --> 00:26:29.455
This to them is nothing.

00:26:29.635 --> 00:26:30.876
This is like, I mean,

00:26:30.916 --> 00:26:32.979
this could be the wife of a writer.

00:26:33.740 --> 00:26:36.041
Her brother is a PT and she goes,

00:26:36.082 --> 00:26:37.222
hey, I need a thing.

00:26:37.403 --> 00:26:38.003
Can you give me a thing?

00:26:38.644 --> 00:26:38.824
I mean,

00:26:38.963 --> 00:26:40.265
I used to get free crap all the

00:26:40.285 --> 00:26:40.605
time.

00:26:40.705 --> 00:26:41.866
And this is back when you had to

00:26:42.386 --> 00:26:44.528
run a radio station to touch five thousand

00:26:44.548 --> 00:26:45.849
or fifty five thousand or five hundred

00:26:45.869 --> 00:26:46.391
thousand people.

00:26:46.750 --> 00:26:47.852
And I would just go to the media

00:26:47.892 --> 00:26:49.113
page and anything that I wanted.

00:26:49.133 --> 00:26:50.634
I'm like, hey, I run a radio station.

00:26:50.733 --> 00:26:51.414
Here's my bio.

00:26:51.775 --> 00:26:52.195
Look at me.

00:26:52.355 --> 00:26:53.457
Here's the link to my Web site.

00:26:53.957 --> 00:26:55.057
I'm at Northeast Pennsylvania.

00:26:55.176 --> 00:26:55.877
Here's our demo.

00:26:56.478 --> 00:26:57.557
I want two of your things.

00:26:57.617 --> 00:26:58.837
I'll give one away and I keep one.

00:26:58.857 --> 00:27:00.058
And they were like, done.

00:27:00.798 --> 00:27:03.058
I used to get weird things like three-man

00:27:03.078 --> 00:27:03.739
slingshots.

00:27:03.919 --> 00:27:05.240
Anything a twenty-eight-year-old would

00:27:05.259 --> 00:27:06.319
want, I would just be like,

00:27:06.619 --> 00:27:07.160
I want that.

00:27:07.880 --> 00:27:08.780
And then I would talk about it for

00:27:08.820 --> 00:27:10.121
five minutes or all day.

00:27:10.441 --> 00:27:11.500
And then I'd use it and I'd come

00:27:11.520 --> 00:27:12.000
back again.

00:27:12.161 --> 00:27:12.441
I don't know.

00:27:12.842 --> 00:27:13.882
It seems weird that they wouldn't just be

00:27:13.922 --> 00:27:14.422
like, yeah.

00:27:15.162 --> 00:27:15.721
If it was.

00:27:15.902 --> 00:27:17.663
So this denial...

00:27:18.363 --> 00:27:19.982
I wanted to use this as an opportunity

00:27:20.022 --> 00:27:22.003
to talk about the fact that I sent...

00:27:22.970 --> 00:27:26.752
boxes of radio station logo stickers hats

00:27:26.792 --> 00:27:31.416
t-shirts promotional things to uh the

00:27:31.537 --> 00:27:33.137
office because the office was shot in

00:27:33.218 --> 00:27:34.818
scranton pennsylvania and i was running a

00:27:34.838 --> 00:27:36.480
radio station in scranton pennsylvania

00:27:36.580 --> 00:27:38.442
while the show was a hit and we

00:27:38.461 --> 00:27:41.163
got my sticker on there twice and i

00:27:41.203 --> 00:27:44.467
would send boxes yeah i got them somewhere

00:27:44.567 --> 00:27:46.008
oh it was in the background it wasn't

00:27:46.028 --> 00:27:47.068
like they were like this is a cool

00:27:47.108 --> 00:27:49.150
radio station we love listening to this

00:27:49.210 --> 00:27:49.971
radio station that

00:27:51.115 --> 00:27:52.394
It literally was the sticker was on like

00:27:52.414 --> 00:27:53.855
a locker in a high school scene,

00:27:54.756 --> 00:27:55.756
but you take what you can get.

00:27:56.076 --> 00:27:58.356
And we milked the hell out of that

00:27:58.396 --> 00:27:58.636
thing.

00:27:59.076 --> 00:27:59.537
Of course.

00:27:59.576 --> 00:28:00.037
Like we,

00:28:00.076 --> 00:28:01.557
we even mocked how it was like tiny

00:28:01.576 --> 00:28:02.176
in the background.

00:28:02.198 --> 00:28:02.938
We were like, Hey,

00:28:02.958 --> 00:28:04.637
we're giving out free magnifying glasses.

00:28:04.657 --> 00:28:06.417
So you can actually see the radio station

00:28:06.458 --> 00:28:06.759
sticker.

00:28:06.778 --> 00:28:07.179
It's in there.

00:28:07.358 --> 00:28:10.739
I swear magnifying glass, but it wasn't.

00:28:12.420 --> 00:28:13.339
I don't, I don't know.

00:28:13.420 --> 00:28:14.559
I mean, if they say it isn't,

00:28:14.579 --> 00:28:15.299
I don't know why they wouldn't just

00:28:15.339 --> 00:28:16.020
disclose it.

00:28:16.080 --> 00:28:17.560
Like there's no reason to lie.

00:28:19.878 --> 00:28:21.122
I haven't seen the clip,

00:28:21.142 --> 00:28:22.424
but the way you guys are describing it,

00:28:22.484 --> 00:28:24.088
it certainly sounds like it would be.

00:28:24.673 --> 00:28:24.813
Well,

00:28:24.853 --> 00:28:26.493
it sounds like I just read this press

00:28:26.513 --> 00:28:28.315
release from April, twenty twenty five.

00:28:28.414 --> 00:28:30.194
It sounds as if the reason they use

00:28:30.234 --> 00:28:30.955
the butterfly.

00:28:30.976 --> 00:28:31.915
I haven't seen the show.

00:28:32.576 --> 00:28:33.717
A regular ultrasound.

00:28:33.836 --> 00:28:34.978
I guess they were they were in like

00:28:35.397 --> 00:28:36.958
it was a mass casualty event and they

00:28:36.978 --> 00:28:38.019
were like, there's no room.

00:28:38.098 --> 00:28:38.858
Get this out of here.

00:28:38.898 --> 00:28:40.880
Give me that portable bang, bang, bang.

00:28:41.019 --> 00:28:41.319
And like,

00:28:41.539 --> 00:28:42.320
I don't but I don't know if they

00:28:42.340 --> 00:28:43.881
were like, you know,

00:28:44.040 --> 00:28:46.301
and Noah Wiley was like in butterfly save

00:28:46.342 --> 00:28:46.663
the day.

00:28:46.702 --> 00:28:47.722
Like if he did that,

00:28:47.843 --> 00:28:48.963
you got a John Wayne moment.

00:28:48.983 --> 00:28:49.624
You run with that.

00:28:51.179 --> 00:28:52.598
It was pretty close to that.

00:28:52.959 --> 00:28:54.700
I think I sent you guys the YouTube

00:28:54.720 --> 00:28:55.480
clip of it.

00:28:56.440 --> 00:28:58.881
It was obnoxiously promotional.

00:29:00.221 --> 00:29:00.721
Really?

00:29:00.740 --> 00:29:01.441
That's what I'm saying.

00:29:01.461 --> 00:29:02.480
See, I didn't even see it yet,

00:29:03.101 --> 00:29:04.122
but it sounds like it.

00:29:05.602 --> 00:29:06.842
Yeah, it seems weird.

00:29:07.001 --> 00:29:09.343
And the funny part is a lot of

00:29:09.363 --> 00:29:10.083
the therapists,

00:29:10.123 --> 00:29:11.363
and I don't know Dave's opinion,

00:29:12.063 --> 00:29:14.523
that I shared that screenshot to,

00:29:14.544 --> 00:29:15.923
they were like, yeah, it's okay.

00:29:16.003 --> 00:29:18.203
It's not the best of the best.

00:29:18.344 --> 00:29:20.345
It's a good entry-level device.

00:29:20.944 --> 00:29:22.586
So it's not even like they went and

00:29:23.007 --> 00:29:25.308
got this great, amazing thing.

00:29:25.909 --> 00:29:27.569
I think it was just that was the

00:29:27.589 --> 00:29:29.811
branding they saw that this was the first,

00:29:30.092 --> 00:29:31.753
you know, portable ultrasound they saw.

00:29:31.814 --> 00:29:32.834
It's got the best branding.

00:29:32.894 --> 00:29:34.316
It's got the biggest recognition.

00:29:34.736 --> 00:29:36.096
This is what we're going to go with,

00:29:36.537 --> 00:29:37.218
which, again,

00:29:37.258 --> 00:29:40.059
goes back to the power of having not

00:29:40.099 --> 00:29:41.361
the best product,

00:29:41.681 --> 00:29:43.563
but the best messaging around the product.

00:29:44.911 --> 00:29:45.711
Yeah.

00:29:45.811 --> 00:29:46.092
All right.

00:29:46.132 --> 00:29:47.353
So it remains to be seen.

00:29:47.432 --> 00:29:48.213
Maybe we'll see more things.

00:29:48.233 --> 00:29:49.234
Maybe that's how you keep the show on

00:29:49.255 --> 00:29:49.515
the air.

00:29:49.816 --> 00:29:50.715
I mean, think about it.

00:29:51.457 --> 00:29:52.738
People would be up in arms if they

00:29:52.758 --> 00:29:52.959
were like,

00:29:52.999 --> 00:29:54.480
now you can just pay for placement.

00:29:54.539 --> 00:29:56.061
I'm like, you do realize that happened.

00:29:56.082 --> 00:29:59.904
Like it was supposed to be M&Ms in

00:30:00.025 --> 00:30:01.906
E.T., but they didn't want to pay.

00:30:02.488 --> 00:30:03.689
So now E.T.

00:30:03.709 --> 00:30:06.251
and Elia did Reese's Pieces and they were

00:30:06.291 --> 00:30:08.173
like, that was our single best spend ever.

00:30:08.894 --> 00:30:11.974
Because it became a thing.

00:30:12.015 --> 00:30:13.915
If you're anti-product placement,

00:30:13.996 --> 00:30:15.616
I would like to introduce you to Wheel

00:30:15.656 --> 00:30:18.057
of Fortune and The Price is Right.

00:30:18.417 --> 00:30:21.078
Those are commercials with commercials

00:30:21.138 --> 00:30:21.419
between.

00:30:21.459 --> 00:30:24.259
The whole show is a commercial with

00:30:24.299 --> 00:30:25.181
commercials between.

00:30:25.701 --> 00:30:26.381
In fact,

00:30:27.642 --> 00:30:30.242
I would love for the Wheel of Fortune.

00:30:30.563 --> 00:30:30.762
Dave,

00:30:30.782 --> 00:30:32.363
are you old enough to remember when Wheel

00:30:32.403 --> 00:30:34.104
of Fortune, if you were the winner,

00:30:35.064 --> 00:30:36.184
you would just win money?

00:30:37.693 --> 00:30:41.696
Then they'd wheel out this giant set that

00:30:41.958 --> 00:30:43.419
rotated slowly.

00:30:43.618 --> 00:30:44.920
And it was like a living room,

00:30:45.000 --> 00:30:46.240
a garage, a bedroom.

00:30:46.821 --> 00:30:47.801
And there was just stuff.

00:30:47.842 --> 00:30:49.104
There's just like stuff everywhere,

00:30:49.144 --> 00:30:50.605
like a motor.

00:30:50.664 --> 00:30:52.125
And then you'd have money and you'd be

00:30:52.145 --> 00:30:53.007
like, I want the bed.

00:30:53.166 --> 00:30:54.468
And then Sajak would quickly be like,

00:30:54.807 --> 00:30:56.529
the bed from Ashley Furniture valued at

00:30:56.549 --> 00:30:57.369
thirteen hundred dollars.

00:30:57.750 --> 00:30:58.310
And then you'd be like,

00:30:58.351 --> 00:30:59.011
I want the motorbike.

00:30:59.172 --> 00:31:00.593
The motorbike brought to you by Bobbity

00:31:00.613 --> 00:31:01.134
Bob motorbike.

00:31:01.334 --> 00:31:02.714
And you'd spend your money down until

00:31:02.734 --> 00:31:03.476
you're like, all right, I'm good.

00:31:04.501 --> 00:31:06.483
That was brilliant, in my opinion.

00:31:06.624 --> 00:31:08.325
Oh, supermarket sweep.

00:31:08.905 --> 00:31:10.366
It's a commercial with commercials in

00:31:10.406 --> 00:31:10.846
between.

00:31:11.407 --> 00:31:12.949
So if anybody's up in arms about a

00:31:13.028 --> 00:31:14.329
thing showing up on a show,

00:31:14.349 --> 00:31:14.931
I'm kind of like,

00:31:16.010 --> 00:31:17.833
have you met everything else?

00:31:18.432 --> 00:31:19.713
Right.

00:31:19.794 --> 00:31:20.015
All right.

00:31:20.174 --> 00:31:20.835
I have no problem with it.

00:31:21.776 --> 00:31:22.676
It is weird if it's true.

00:31:22.696 --> 00:31:22.916
They don't.

00:31:22.957 --> 00:31:23.498
They lied about it.

00:31:23.518 --> 00:31:24.258
That is a weird thing.

00:31:24.818 --> 00:31:25.538
But Lyle, you want.

00:31:25.858 --> 00:31:26.460
All right.

00:31:26.519 --> 00:31:28.721
So I'm going to Graham Sessions this week.

00:31:29.690 --> 00:31:32.094
And did either of you know about what

00:31:32.173 --> 00:31:33.095
Graham Sessions was?

00:31:33.415 --> 00:31:33.976
Tony didn't.

00:31:34.297 --> 00:31:34.656
Only from you.

00:31:35.999 --> 00:31:38.923
Okay, here's how I'll describe it.

00:31:39.044 --> 00:31:40.766
Graham Sessions is an event that's been

00:31:40.806 --> 00:31:41.346
going around,

00:31:41.688 --> 00:31:43.631
I think it's twenty years or twenty-one.

00:31:43.990 --> 00:31:44.711
It's been a long time.

00:31:46.064 --> 00:31:46.864
And essentially, it was like,

00:31:46.903 --> 00:31:48.924
let's do this small meeting.

00:31:49.025 --> 00:31:49.845
So it's scalable.

00:31:49.944 --> 00:31:51.006
So everybody can be in one room.

00:31:51.185 --> 00:31:52.865
And let's just talk about the biggest

00:31:52.925 --> 00:31:53.905
issues in our profession.

00:31:54.826 --> 00:31:57.166
And this is years ago.

00:31:57.346 --> 00:31:59.028
They were like, let's create a safe space.

00:31:59.228 --> 00:32:00.528
So you can talk because of course,

00:32:00.548 --> 00:32:01.689
you're going to leave and talk about

00:32:01.729 --> 00:32:01.969
stuff.

00:32:02.588 --> 00:32:06.150
But you can't say who saw anything.

00:32:06.769 --> 00:32:08.230
You can talk about the idea.

00:32:08.951 --> 00:32:10.791
but you can't attribute it to anybody so

00:32:10.832 --> 00:32:12.212
you feel free like let's say you got

00:32:12.232 --> 00:32:13.513
a big fancy job and you got a

00:32:13.554 --> 00:32:14.933
lot to lose and you're like i don't

00:32:14.953 --> 00:32:17.875
be saying that um but you want the

00:32:17.915 --> 00:32:19.376
ideas in the room that's what graham

00:32:19.396 --> 00:32:22.018
session is i went ten years ago i

00:32:22.057 --> 00:32:26.400
went in and and then i haven't been

00:32:26.420 --> 00:32:31.042
back i'm going on thursday so if without

00:32:31.083 --> 00:32:32.644
you guys knowing the agenda or what

00:32:32.703 --> 00:32:35.184
happens there it's pretty much twitter or

00:32:35.244 --> 00:32:37.006
linkedin that's what happens in the room

00:32:37.046 --> 00:32:38.227
but they're the people right

00:32:39.611 --> 00:32:40.290
Let's not... Listen,

00:32:40.310 --> 00:32:41.271
we're not going to talk about Graham

00:32:41.311 --> 00:32:42.532
Sessions because it hasn't happened yet.

00:32:42.633 --> 00:32:44.253
I'll be streaming there live and doing

00:32:44.294 --> 00:32:44.614
interviews.

00:32:45.114 --> 00:32:48.955
But if you were to set the agenda,

00:32:49.336 --> 00:32:51.758
what would you guys put on the agenda?

00:32:51.778 --> 00:32:53.338
I want to thank Katie Sutton for having

00:32:53.358 --> 00:32:54.038
this idea.

00:32:54.759 --> 00:32:55.160
She was like,

00:32:55.180 --> 00:32:55.960
you're going to Graham Sessions.

00:32:55.980 --> 00:32:57.280
You can talk about that on Breakfast Club?

00:32:57.320 --> 00:32:58.240
She's a host of podcasts.

00:32:58.300 --> 00:32:59.582
And now she's thinking like a podcaster.

00:32:59.602 --> 00:33:01.163
She goes, well, yeah, talk about that.

00:33:01.182 --> 00:33:02.624
But what would you guys do?

00:33:02.663 --> 00:33:03.765
And I was like, oh...

00:33:04.644 --> 00:33:05.724
That's a really good idea.

00:33:06.325 --> 00:33:08.746
So what are the topics that matter most

00:33:08.965 --> 00:33:09.746
to clinicians?

00:33:09.766 --> 00:33:10.306
Because remember,

00:33:10.326 --> 00:33:11.645
the people in the room are mostly,

00:33:12.145 --> 00:33:13.247
it's only a hundred and fifty people

00:33:13.346 --> 00:33:14.247
invite only.

00:33:14.386 --> 00:33:15.747
I call it the cool kids lunch table.

00:33:15.787 --> 00:33:16.946
Some people took offense to that and I

00:33:16.967 --> 00:33:18.127
go, but it is though.

00:33:18.147 --> 00:33:18.847
You had to be invited.

00:33:19.288 --> 00:33:20.688
Mean girls, you can't sit with me.

00:33:21.607 --> 00:33:23.367
What topics matter most to clinicians?

00:33:23.387 --> 00:33:24.628
What would you put on the agenda?

00:33:25.048 --> 00:33:27.568
What would you ban from the event?

00:33:27.969 --> 00:33:29.549
I would have like the video game,

00:33:29.589 --> 00:33:30.910
the taboo game, the buzzer.

00:33:31.609 --> 00:33:33.090
Every time someone used a bugged word or

00:33:33.131 --> 00:33:34.191
jargon, I'm like, eh,

00:33:34.250 --> 00:33:35.750
jargon word or the lunk alarm.

00:33:35.770 --> 00:33:36.791
Every time you dropped a weight,

00:33:36.872 --> 00:33:37.412
I would use that.

00:33:37.751 --> 00:33:38.771
So what would you put on the agenda?

00:33:38.932 --> 00:33:40.633
What matters most that you hope gets

00:33:40.673 --> 00:33:44.013
talked about?

00:33:44.054 --> 00:33:44.394
Dave?

00:33:44.734 --> 00:33:45.414
Who do you want?

00:33:45.434 --> 00:33:46.414
All right, I'll go first.

00:33:46.474 --> 00:33:47.474
So, I mean,

00:33:48.175 --> 00:33:49.175
let's just cut right to it.

00:33:50.316 --> 00:33:53.998
My topic would not want to be fully

00:33:54.018 --> 00:33:54.478
discussed.

00:33:54.678 --> 00:33:56.218
And the reason is because everyone in the

00:33:56.238 --> 00:34:00.059
room is entrenched in the traditional

00:34:00.140 --> 00:34:00.619
payment system.

00:34:01.238 --> 00:34:02.397
in-network insurance model.

00:34:03.058 --> 00:34:04.939
The biggest limitation,

00:34:05.519 --> 00:34:09.239
the biggest hang-up, the arguably,

00:34:09.420 --> 00:34:11.420
I don't want to sound over the top

00:34:11.440 --> 00:34:11.601
here,

00:34:11.621 --> 00:34:16.001
but arguably the biggest shift of the

00:34:16.342 --> 00:34:17.262
future of the profession.

00:34:17.282 --> 00:34:17.902
And we talk about,

00:34:18.742 --> 00:34:20.103
let's say even twenty years in the future.

00:34:20.123 --> 00:34:21.324
I mean, even longer, yes,

00:34:21.384 --> 00:34:22.903
but payment reimbursement,

00:34:23.844 --> 00:34:25.405
health insurance reimbursement will never

00:34:25.445 --> 00:34:26.164
be increasing

00:34:27.315 --> 00:34:29.856
And everyone else has increases of cost of

00:34:29.876 --> 00:34:31.498
living with every aspect of their life.

00:34:31.518 --> 00:34:33.278
When they buy a Starbucks coffee,

00:34:34.380 --> 00:34:35.621
whatever they get car insurance through

00:34:35.641 --> 00:34:36.641
Geico, whatever, whatever it is,

00:34:37.422 --> 00:34:38.322
everything is increasing.

00:34:38.541 --> 00:34:39.943
Their income is capped.

00:34:40.003 --> 00:34:41.503
The practice owner's income is capped.

00:34:41.784 --> 00:34:44.264
The biggest thing to ever talk about in

00:34:44.385 --> 00:34:45.365
any of these formats,

00:34:46.088 --> 00:34:47.590
is self-pay, private pay.

00:34:48.090 --> 00:34:50.210
And I don't care if you live somewhere

00:34:50.271 --> 00:34:52.612
rural where apparently everyone is making

00:34:53.472 --> 00:34:55.432
twelve dollars an hour and doesn't have

00:34:55.713 --> 00:34:56.733
discretionary income.

00:34:57.032 --> 00:34:58.893
People pay for what they value.

00:34:58.934 --> 00:35:01.094
People buy all over the country in every

00:35:01.375 --> 00:35:03.795
and I've had family in Decatur, Alabama.

00:35:04.456 --> 00:35:05.577
and Huntsville, Alabama,

00:35:05.697 --> 00:35:06.697
and all over the South.

00:35:06.717 --> 00:35:10.318
And I have family in Florida and Nebraska,

00:35:10.458 --> 00:35:13.079
all over the place where it's not a

00:35:13.219 --> 00:35:14.460
metropolitan city like New York,

00:35:14.480 --> 00:35:16.061
where we can just charge anything.

00:35:16.081 --> 00:35:16.780
So I understand that.

00:35:16.800 --> 00:35:20.483
But the biggest topic is payment

00:35:20.802 --> 00:35:22.884
reimbursement or payment models.

00:35:23.184 --> 00:35:24.264
That is full stop,

00:35:24.304 --> 00:35:25.485
the most important thing,

00:35:26.045 --> 00:35:27.706
because with that,

00:35:27.925 --> 00:35:29.726
if there is a change in that,

00:35:29.766 --> 00:35:30.646
which there's not going to be,

00:35:30.666 --> 00:35:32.148
because everyone that's in the room that

00:35:32.268 --> 00:35:33.027
is the original

00:35:33.829 --> 00:35:35.550
ten guys, fifteen guys,

00:35:35.590 --> 00:35:37.030
twenty guys of Graham Sessions.

00:35:37.431 --> 00:35:39.532
They all have multiple practices that are

00:35:39.612 --> 00:35:40.313
all in network.

00:35:40.373 --> 00:35:42.673
So my topic would be the topic that

00:35:42.693 --> 00:35:43.893
they would want to fully ban.

00:35:43.934 --> 00:35:45.474
They'll let us talk about it and riff

00:35:45.554 --> 00:35:45.775
on it,

00:35:46.115 --> 00:35:47.396
but that is not what they would want

00:35:47.416 --> 00:35:47.916
to highlight.

00:35:48.356 --> 00:35:50.918
That's my opinion.

00:35:50.938 --> 00:35:53.619
Tony, what do you got?

00:35:54.119 --> 00:35:55.641
I would open with AI.

00:35:56.382 --> 00:35:57.003
have to.

00:35:57.023 --> 00:35:58.945
I would probably talk about AI in the

00:35:58.965 --> 00:36:01.469
middle and I'd probably wrap up with AI

00:36:01.528 --> 00:36:03.590
just to make sure we didn't miss out

00:36:03.751 --> 00:36:04.431
on AI.

00:36:05.494 --> 00:36:08.637
How's AI going to help with the future

00:36:08.697 --> 00:36:10.659
of a physical therapy business?

00:36:10.820 --> 00:36:11.320
Please tell me.

00:36:11.380 --> 00:36:12.402
How's it going to pay the bills?

00:36:13.139 --> 00:36:13.800
Oh, denials.

00:36:14.579 --> 00:36:16.161
I'm glad you asked.

00:36:16.981 --> 00:36:19.400
AI will help us develop new business

00:36:19.440 --> 00:36:19.882
models.

00:36:20.041 --> 00:36:21.621
AI will help us figure out how to

00:36:21.661 --> 00:36:24.503
deliver better quality services with fewer

00:36:24.543 --> 00:36:26.563
future therapists because we're not going

00:36:26.583 --> 00:36:30.164
to have therapists becoming our students

00:36:30.204 --> 00:36:33.204
going into therapy.

00:36:33.344 --> 00:36:35.985
AI is going to help us operate with

00:36:36.025 --> 00:36:38.505
fewer staff, fewer non-professionals.

00:36:39.326 --> 00:36:41.947
AI will really help us manage all of

00:36:41.967 --> 00:36:43.068
the problems we have.

00:36:43.148 --> 00:36:43.389
I mean,

00:36:43.568 --> 00:36:47.851
that's the tool in and of itself.

00:36:47.952 --> 00:36:48.231
Okay,

00:36:48.271 --> 00:36:49.391
so let me just push back a little

00:36:49.413 --> 00:36:49.532
bit.

00:36:49.572 --> 00:36:54.014
You got a supernova AI, Gemini, ChatGPT,

00:36:54.054 --> 00:36:55.916
GetMarried, they have an AI kid,

00:36:56.516 --> 00:36:59.057
and physical therapy practice can use it,

00:36:59.699 --> 00:36:59.958
and...

00:37:02.644 --> 00:37:04.346
there's still capped reimbursement and

00:37:04.385 --> 00:37:05.567
people are still gonna be calling in and

00:37:05.586 --> 00:37:05.726
saying,

00:37:05.786 --> 00:37:07.387
I wanna use my Medicare and my in-network

00:37:07.427 --> 00:37:07.867
insurance.

00:37:08.027 --> 00:37:09.909
And then what, Tony?

00:37:10.829 --> 00:37:12.670
The physical therapy practices,

00:37:12.690 --> 00:37:13.351
whether it's the owner,

00:37:13.411 --> 00:37:15.132
the front desk person, staff therapist,

00:37:15.293 --> 00:37:17.893
who's on the phone or on the email

00:37:17.994 --> 00:37:18.394
or whatever,

00:37:18.695 --> 00:37:19.956
when prospective patients are reaching

00:37:20.056 --> 00:37:20.195
out,

00:37:21.030 --> 00:37:22.811
You're going to use ChatGPT to say, okay,

00:37:22.891 --> 00:37:24.634
give me a proper script on how to

00:37:24.713 --> 00:37:25.896
overcome the rebuttals, whatever.

00:37:25.956 --> 00:37:26.255
So yes,

00:37:26.275 --> 00:37:29.318
that could maybe help in real-time or

00:37:29.519 --> 00:37:30.681
training team members.

00:37:31.061 --> 00:37:32.643
But again, there's sales books.

00:37:32.902 --> 00:37:33.824
All that's already available.

00:37:34.664 --> 00:37:35.726
All that is already available.

00:37:35.766 --> 00:37:38.409
So, in the future, you have Supernova,

00:37:38.670 --> 00:37:40.351
amazing AI that can help

00:37:41.244 --> 00:37:42.284
do anything,

00:37:42.764 --> 00:37:44.646
maybe even have phone calls that is an

00:37:44.746 --> 00:37:47.907
AI agent that is sounding better than me,

00:37:48.288 --> 00:37:50.568
that it can do pauses and tonality and

00:37:50.648 --> 00:37:51.909
overcome objections and all that.

00:37:53.710 --> 00:37:55.710
People still have to see value and part

00:37:55.731 --> 00:37:57.291
with their money to decide to pay a

00:37:57.331 --> 00:37:58.813
physical therapy practice out of pocket

00:37:58.873 --> 00:38:01.673
for a plan of care, remote programming,

00:38:02.414 --> 00:38:03.135
an evaluation,

00:38:03.175 --> 00:38:05.436
and then home exercises from Tony Meritato

00:38:05.496 --> 00:38:05.996
or whoever.

00:38:06.096 --> 00:38:08.818
So I don't see...

00:38:10.128 --> 00:38:10.288
Yes,

00:38:10.307 --> 00:38:11.610
there's so many changes that could occur

00:38:11.630 --> 00:38:12.030
through AI,

00:38:12.050 --> 00:38:15.335
but I don't see how AI will change

00:38:15.396 --> 00:38:17.239
the relationship between a human who wants

00:38:17.260 --> 00:38:20.125
to pay another physical therapy human out

00:38:20.164 --> 00:38:22.467
of pocket their hard-earned money to do

00:38:22.489 --> 00:38:23.048
business with them.

00:38:23.992 --> 00:38:25.353
I think you just said it.

00:38:25.373 --> 00:38:27.715
I think you've got AI agents right now

00:38:27.755 --> 00:38:29.177
that can answer phone calls,

00:38:29.617 --> 00:38:32.139
that can communicate in a way across

00:38:32.199 --> 00:38:32.860
languages.

00:38:32.960 --> 00:38:34.181
Doesn't even have to be English.

00:38:34.221 --> 00:38:35.581
They can communicate in different

00:38:35.621 --> 00:38:38.244
languages that can understand and start to

00:38:38.284 --> 00:38:40.346
learn the psychology of the person on the

00:38:40.405 --> 00:38:42.668
other line on the phone better than me.

00:38:42.748 --> 00:38:42.827
Okay.

00:38:43.487 --> 00:38:45.610
who could communicate the value better

00:38:45.630 --> 00:38:46.030
than me,

00:38:46.050 --> 00:38:49.271
who could sell my value so that, yes,

00:38:49.452 --> 00:38:51.793
I become the fleshy bag that delivers the

00:38:51.833 --> 00:38:52.313
service,

00:38:52.775 --> 00:38:55.016
but the AI is the one that actually

00:38:55.096 --> 00:38:56.157
includes the plan of care.

00:38:57.077 --> 00:38:57.677
Okay, fine.

00:38:58.077 --> 00:38:59.539
Let's say I agree to all of that.

00:38:59.840 --> 00:39:02.481
The human comes into the physical therapy

00:39:02.541 --> 00:39:02.822
office.

00:39:02.862 --> 00:39:05.262
The physical therapist meets the

00:39:05.322 --> 00:39:07.164
prospective patient for the first visit.

00:39:07.784 --> 00:39:09.706
Now we're back to face-to-face old school.

00:39:10.306 --> 00:39:11.768
Now you have no AI experience.

00:39:12.492 --> 00:39:15.594
layer it's human to human how are you

00:39:15.795 --> 00:39:18.916
the practice going to deliver something

00:39:18.936 --> 00:39:20.438
that is worth a hundred or two hundred

00:39:20.478 --> 00:39:22.900
dollars or whatever dollar amount per

00:39:22.920 --> 00:39:24.961
visit then sell a package that's three

00:39:24.981 --> 00:39:27.043
thousand dollars or however many thousand

00:39:27.083 --> 00:39:28.704
dollars you want to charge for twelve

00:39:28.744 --> 00:39:31.166
visits sixteen visits whatever without any

00:39:31.306 --> 00:39:34.528
ai layer no app no computer no screen

00:39:34.548 --> 00:39:35.130
no nothing

00:39:36.561 --> 00:39:39.423
That is that's where there's a limitation

00:39:39.503 --> 00:39:41.164
on AI because this will continue.

00:39:41.505 --> 00:39:42.806
I don't care what you guys say about

00:39:42.846 --> 00:39:43.425
technology.

00:39:44.226 --> 00:39:45.507
In the twenty years from now,

00:39:45.527 --> 00:39:47.108
they're still going to be people paying

00:39:47.349 --> 00:39:49.090
out of pocket or even wanting to use

00:39:49.110 --> 00:39:51.532
their insurance for physicians,

00:39:51.552 --> 00:39:52.652
physical therapists, chiropractic,

00:39:52.692 --> 00:39:55.293
massage, acupuncture, massage,

00:39:55.393 --> 00:39:57.215
every every every other every service

00:39:57.454 --> 00:39:58.715
under the sun for health and wellness

00:39:58.755 --> 00:39:59.896
where it's human to human.

00:40:00.663 --> 00:40:01.182
We agree.

00:40:01.384 --> 00:40:02.885
And I'll get Jimmy in on this.

00:40:03.284 --> 00:40:04.706
You and I agree on that.

00:40:04.786 --> 00:40:06.668
It's still the human delivering the human.

00:40:06.867 --> 00:40:09.971
I heard a term called de-skilling.

00:40:10.731 --> 00:40:12.652
And what these guys were saying basically

00:40:12.713 --> 00:40:16.016
is that the AI can de-skill things down

00:40:16.076 --> 00:40:17.538
to its raw component.

00:40:17.557 --> 00:40:19.219
So if we break this apart,

00:40:19.599 --> 00:40:20.719
the sales process,

00:40:20.739 --> 00:40:22.442
which most of us are terrible at,

00:40:22.782 --> 00:40:24.244
the AI can handle better.

00:40:25.023 --> 00:40:27.545
We are just there for the engagement,

00:40:27.585 --> 00:40:28.505
for the interaction,

00:40:28.545 --> 00:40:30.965
for the delivery that the AI can't do

00:40:31.065 --> 00:40:31.485
yet.

00:40:31.965 --> 00:40:33.547
But the idea is the AI can do

00:40:33.586 --> 00:40:35.407
the sales, can process the payment,

00:40:35.447 --> 00:40:36.907
can verify the insurance,

00:40:36.927 --> 00:40:39.829
can create the script and deliver it in

00:40:39.869 --> 00:40:41.849
a way that is appealing to the consumer.

00:40:41.869 --> 00:40:44.710
So the AI sold everything that needs to

00:40:44.751 --> 00:40:45.190
be sold,

00:40:45.251 --> 00:40:46.771
even collected the money and put it in

00:40:46.811 --> 00:40:47.592
your bank account.

00:40:48.072 --> 00:40:50.313
The thing the AI can't do is what

00:40:50.353 --> 00:40:51.052
you're saying,

00:40:51.092 --> 00:40:53.954
which is me actually being there with you,

00:40:54.054 --> 00:40:55.355
making you feel better.

00:40:55.875 --> 00:40:57.215
That's the stuff we're good at.

00:40:57.596 --> 00:40:59.277
We are not good at all the other

00:40:59.317 --> 00:40:59.797
things.

00:41:00.217 --> 00:41:02.518
And then on a bigger population scale,

00:41:03.298 --> 00:41:05.179
the AI can come up with better treatment

00:41:05.219 --> 00:41:08.380
protocols in mass so that people who don't

00:41:08.420 --> 00:41:09.701
want to pay two hundred dollars,

00:41:09.721 --> 00:41:10.922
who want to pay ten bucks,

00:41:11.262 --> 00:41:13.282
can pay ten bucks and they can still

00:41:13.302 --> 00:41:15.284
get a solution customized to them

00:41:16.123 --> 00:41:19.344
across millions of cases because I can't

00:41:19.364 --> 00:41:21.164
figure out a million cases,

00:41:21.204 --> 00:41:22.326
a million plans of care,

00:41:22.346 --> 00:41:23.226
but the AI can.

00:41:23.885 --> 00:41:25.806
And so it takes away all of the

00:41:25.867 --> 00:41:26.887
low value stuff.

00:41:26.967 --> 00:41:28.606
It takes away all of the easy stuff.

00:41:28.688 --> 00:41:31.907
It makes amazing care available at scale.

00:41:32.568 --> 00:41:34.869
And it sells the one-on-one stuff better

00:41:34.889 --> 00:41:36.590
than I could ever sell it so that

00:41:36.769 --> 00:41:38.469
I just have to deliver it and focus

00:41:38.530 --> 00:41:39.831
on the patient care experience.

00:41:39.851 --> 00:41:41.030
Jimmy, what are you thinking?

00:41:41.740 --> 00:41:43.603
I think it will do the things that

00:41:43.643 --> 00:41:47.346
Dave's talking about poorly and last,

00:41:47.746 --> 00:41:49.507
where all the humanness needs to come in.

00:41:50.248 --> 00:41:52.809
Operationally is where I think it will

00:41:53.250 --> 00:41:54.210
be... Like,

00:41:54.231 --> 00:41:55.793
practice owners are already running around

00:41:55.813 --> 00:41:56.693
like their hair is on fire.

00:41:56.733 --> 00:41:57.914
We've been in the Facebook groups.

00:41:58.235 --> 00:41:59.135
What are you using for this?

00:41:59.615 --> 00:42:00.356
So I would say like,

00:42:00.596 --> 00:42:01.597
go from the outside in.

00:42:01.856 --> 00:42:02.697
AI call center,

00:42:03.038 --> 00:42:04.440
even if it's just for triage,

00:42:05.309 --> 00:42:06.751
I'm not saying Dave doesn't still sell the

00:42:06.791 --> 00:42:07.391
plan of care,

00:42:07.411 --> 00:42:08.851
but someone answers the phone before they

00:42:08.871 --> 00:42:11.092
get to Dave knowing like, no or yay.

00:42:11.492 --> 00:42:13.434
So instead of Dave answering a hundred

00:42:13.454 --> 00:42:13.954
phone calls,

00:42:14.195 --> 00:42:16.155
he's answering forty in a week,

00:42:16.436 --> 00:42:18.117
but he's closing at a higher rate because

00:42:18.436 --> 00:42:21.318
sixty of those were non-convertibles

00:42:21.358 --> 00:42:21.639
anyway.

00:42:22.278 --> 00:42:24.000
Prior authorization revenue cycle

00:42:24.019 --> 00:42:24.501
management.

00:42:24.581 --> 00:42:25.300
We've seen that.

00:42:25.360 --> 00:42:26.601
Everybody's claiming they do it really

00:42:26.661 --> 00:42:26.922
well.

00:42:27.282 --> 00:42:27.983
From what I'm hearing,

00:42:28.523 --> 00:42:29.503
no one's perfect yet,

00:42:29.744 --> 00:42:30.925
but someone's going to get there.

00:42:31.184 --> 00:42:34.646
And then it's great job security if you

00:42:34.686 --> 00:42:36.748
do AI for revenue cycle management or

00:42:36.809 --> 00:42:38.809
prior auth because the insurance companies

00:42:38.829 --> 00:42:39.530
are going to get better.

00:42:39.851 --> 00:42:41.291
And then it's just Russia and the US.

00:42:41.992 --> 00:42:44.414
It's just an arms race.

00:42:45.213 --> 00:42:47.317
Um, in clinical care, number one,

00:42:47.336 --> 00:42:48.318
we've already seen it, right?

00:42:48.358 --> 00:42:49.199
Like AI scribes.

00:42:49.340 --> 00:42:51.322
So like that's here, that will get better.

00:42:51.663 --> 00:42:54.146
But also can you dig through where's the,

00:42:54.646 --> 00:42:55.007
can you,

00:42:55.288 --> 00:42:57.349
can you go and find me in our

00:42:57.469 --> 00:42:57.911
EMR?

00:42:58.978 --> 00:43:01.942
five people that hey let's just reach out

00:43:02.081 --> 00:43:04.583
even if it just brings dave us like

00:43:04.664 --> 00:43:06.545
a list here's five people who haven't been

00:43:06.625 --> 00:43:08.547
on schedule for five months give them a

00:43:08.586 --> 00:43:10.929
ringy dingy see how they're doing so i

00:43:10.969 --> 00:43:14.072
think that's tasks it's task rabbit you

00:43:14.112 --> 00:43:16.534
know like that's what i would oh rtm

00:43:16.574 --> 00:43:18.295
as well could it make it easy can

00:43:18.315 --> 00:43:20.617
it process size this so the humans do

00:43:20.657 --> 00:43:21.898
more of the stuff that dave's talking

00:43:21.918 --> 00:43:22.137
about

00:43:23.139 --> 00:43:26.282
high value, low repeatability for now,

00:43:27.083 --> 00:43:28.724
and just get those tasks out of the

00:43:28.764 --> 00:43:28.985
way.

00:43:29.164 --> 00:43:30.806
And the smart ones will do it,

00:43:31.626 --> 00:43:32.467
in my opinion,

00:43:33.128 --> 00:43:34.909
because what's our resistance?

00:43:35.710 --> 00:43:36.710
Is this going to cost too much?

00:43:36.731 --> 00:43:38.271
And is it going to break even?

00:43:38.652 --> 00:43:39.972
The smart ones will do it for a

00:43:40.032 --> 00:43:41.253
percentage of what they bring in.

00:43:41.494 --> 00:43:42.655
That's like, oh,

00:43:42.675 --> 00:43:44.016
I'll do revenue cycle management for a

00:43:44.076 --> 00:43:44.617
percentage.

00:43:44.637 --> 00:43:44.856
This way,

00:43:44.876 --> 00:43:46.958
if the percentage goes up or RTM,

00:43:47.018 --> 00:43:48.239
I will do it for a percentage.

00:43:48.880 --> 00:43:49.099
right?

00:43:49.360 --> 00:43:51.103
So that just remove all the barriers.

00:43:51.123 --> 00:43:51.163
Oh,

00:43:51.182 --> 00:43:51.884
I don't know if it's going to pay

00:43:51.903 --> 00:43:52.224
for itself.

00:43:52.244 --> 00:43:52.744
Don't worry about it.

00:43:52.784 --> 00:43:53.445
If we suck,

00:43:53.525 --> 00:43:54.967
it's nothing and we charge you nothing.

00:43:55.188 --> 00:43:56.289
But if it's pops off,

00:43:56.969 --> 00:43:57.990
then we pop off together.

00:43:58.612 --> 00:44:00.074
So I don't, I hopefully,

00:44:00.134 --> 00:44:01.896
and I don't think the human stuff won't,

00:44:02.137 --> 00:44:03.858
it can't be not well anyway.

00:44:04.951 --> 00:44:05.891
Is there already, Jimmy,

00:44:05.931 --> 00:44:08.193
is there already an agenda or list of

00:44:08.233 --> 00:44:09.715
topics for Graham Sessions that you

00:44:09.755 --> 00:44:10.856
were... Yes.

00:44:10.996 --> 00:44:11.777
I don't know if I'm supposed to talk

00:44:11.797 --> 00:44:12.257
about it or not.

00:44:12.476 --> 00:44:13.938
Again, this is a super secret thing.

00:44:14.057 --> 00:44:14.978
I don't see...

00:44:15.860 --> 00:44:17.260
Do you think you'd get in trouble if

00:44:17.300 --> 00:44:18.641
you were to answer yes or no,

00:44:18.762 --> 00:44:19.722
my topic is on the list?

00:44:19.742 --> 00:44:19.802
Yes.

00:44:19.822 --> 00:44:21.224
Do you think you'd get in trouble if

00:44:21.244 --> 00:44:23.106
you said... All right, good.

00:44:23.146 --> 00:44:23.565
It better be.

00:44:23.686 --> 00:44:23.945
It better.

00:44:23.965 --> 00:44:24.726
Good.

00:44:24.766 --> 00:44:25.807
No, they're not on the list.

00:44:26.068 --> 00:44:26.447
Oh, they're not.

00:44:26.547 --> 00:44:27.289
Yeah, exactly.

00:44:27.449 --> 00:44:28.530
Exactly.

00:44:28.550 --> 00:44:29.690
That's my point I said from the jump.

00:44:30.259 --> 00:44:33.623
Neither of the things which is insane,

00:44:33.943 --> 00:44:35.105
which is insane.

00:44:35.405 --> 00:44:36.847
What else are you talking about?

00:44:37.126 --> 00:44:38.027
What are we talking about?

00:44:38.108 --> 00:44:42.472
Medical EMR and writing notes and Allegra.

00:44:42.813 --> 00:44:43.313
OK, OK.

00:44:44.114 --> 00:44:46.137
The third topic, Dave gave a topic.

00:44:46.237 --> 00:44:46.998
I gave a topic.

00:44:47.018 --> 00:44:49.019
The third topic that's got to be on

00:44:49.039 --> 00:44:49.481
the list,

00:44:49.501 --> 00:44:50.581
got to be at the top of the

00:44:50.621 --> 00:44:50.902
list.

00:44:51.623 --> 00:44:53.985
like recruitment and attraction and

00:44:54.025 --> 00:44:56.206
bringing new professionals into the

00:44:56.246 --> 00:44:57.929
physical therapy profession.

00:44:58.128 --> 00:45:00.570
And that's easier if you have higher pay

00:45:00.670 --> 00:45:02.411
or you're out of pocket because I can

00:45:02.452 --> 00:45:05.673
pay my therapist six figures right now at

00:45:05.733 --> 00:45:08.916
a base salary and performance pay because

00:45:09.797 --> 00:45:11.338
I can charge mostly out of pocket or

00:45:11.358 --> 00:45:13.000
be out of pocket and get creative with

00:45:13.039 --> 00:45:16.641
that because I'm focused to offer what I

00:45:16.702 --> 00:45:17.222
deem to be

00:45:18.192 --> 00:45:19.293
I think significant value,

00:45:19.373 --> 00:45:21.295
although the consumers will be the full

00:45:21.896 --> 00:45:24.360
judge and jury on if we actually convey

00:45:24.400 --> 00:45:25.380
and deliver value.

00:45:26.382 --> 00:45:26.603
But

00:45:27.552 --> 00:45:28.472
That's why I can,

00:45:28.731 --> 00:45:30.193
and other practices are going to charge,

00:45:30.273 --> 00:45:31.273
other practices are going to pay their

00:45:31.293 --> 00:45:31.974
therapist, you know,

00:45:32.153 --> 00:45:34.074
seventy five grand or something out of out

00:45:34.114 --> 00:45:36.054
of school because they're limited by

00:45:36.135 --> 00:45:36.735
reimbursement.

00:45:36.795 --> 00:45:38.016
So I mean, yes,

00:45:38.036 --> 00:45:39.835
we could talk about recruitment and

00:45:39.876 --> 00:45:40.217
hiring.

00:45:40.436 --> 00:45:41.257
It's really easy.

00:45:41.737 --> 00:45:42.556
Don't go on Indeed.

00:45:42.858 --> 00:45:43.998
Don't run LinkedIn ads.

00:45:44.597 --> 00:45:47.378
Simply go and send a direct message to

00:45:47.498 --> 00:45:49.340
all the therapists in the entire area.

00:45:49.800 --> 00:45:52.001
Oh, that just takes time and effort there.

00:45:52.081 --> 00:45:54.461
I just saw the whole recruiting hiring

00:45:54.842 --> 00:45:55.121
step.

00:45:55.871 --> 00:45:56.931
Dave, here's my model.

00:45:57.572 --> 00:45:59.112
You should talk at PPS.

00:45:59.273 --> 00:46:00.954
Here's how to slide into the DMs.

00:46:01.273 --> 00:46:03.275
And I want the image.

00:46:03.755 --> 00:46:04.496
I get nothing out of it.

00:46:04.715 --> 00:46:05.775
I like this.

00:46:05.795 --> 00:46:06.516
I close my laptop.

00:46:06.577 --> 00:46:07.217
I go on my day.

00:46:07.277 --> 00:46:07.697
I'm done.

00:46:08.036 --> 00:46:09.177
I'm not going to go fly to the

00:46:09.217 --> 00:46:10.559
Graham Sessions or PPS.

00:46:11.219 --> 00:46:12.360
At PPS or Graham Sessions,

00:46:12.400 --> 00:46:13.260
you pay me a couple grand,

00:46:13.280 --> 00:46:13.880
maybe I'll come.

00:46:13.900 --> 00:46:15.280
But I'm not going to come and pay

00:46:15.300 --> 00:46:18.342
for a flight and a hotel and go

00:46:18.443 --> 00:46:19.143
off like this.

00:46:19.483 --> 00:46:20.184
What do I get out of it?

00:46:20.981 --> 00:46:21.561
That's a good question.

00:46:22.181 --> 00:46:23.963
But I have a great image for your

00:46:24.003 --> 00:46:26.507
talk at PPS called sliding in the DMS

00:46:26.527 --> 00:46:28.869
would be you sliding into second base like

00:46:28.929 --> 00:46:32.132
Willie Mays Hayes in major league.

00:46:32.152 --> 00:46:33.233
That just looks, that works good.

00:46:33.414 --> 00:46:34.655
That looks, that would sell.

00:46:34.675 --> 00:46:35.576
Yeah.

00:46:37.762 --> 00:46:38.141
We do.

00:46:38.202 --> 00:46:38.902
I just hit another one.

00:46:39.362 --> 00:46:40.382
By the way, I just want to reiterate,

00:46:40.682 --> 00:46:43.583
none of those topics are on the itinerary

00:46:43.603 --> 00:46:44.344
for Graham Sessions,

00:46:44.425 --> 00:46:45.284
which is later this week.

00:46:46.284 --> 00:46:46.826
It's insane.

00:46:47.045 --> 00:46:50.007
It's insane.

00:46:50.027 --> 00:46:52.108
Can you share the list after Graham

00:46:52.148 --> 00:46:52.467
Sessions?

00:46:52.588 --> 00:46:54.028
Do you want to discuss it after Graham

00:46:54.068 --> 00:46:54.309
Sessions?

00:46:54.349 --> 00:46:56.650
Or you can't talk about it?

00:46:57.349 --> 00:46:57.889
Oh, I can talk.

00:46:58.070 --> 00:47:00.030
We can talk about the rule of Graham

00:47:00.070 --> 00:47:01.472
Sessions is it's not like Fight Club.

00:47:01.492 --> 00:47:02.552
You're not supposed to talk about Fight

00:47:02.572 --> 00:47:02.771
Club.

00:47:03.092 --> 00:47:04.572
Graham Sessions is you can talk about...

00:47:05.474 --> 00:47:06.139
the fights,

00:47:06.181 --> 00:47:07.530
but you can't talk about who fought

00:47:08.592 --> 00:47:10.833
Because the idea is if you're someone big

00:47:10.853 --> 00:47:12.956
fancy and then someone big fancy said

00:47:12.996 --> 00:47:14.597
this, that could get you in trouble.

00:47:15.257 --> 00:47:16.798
Nothing crazy is said.

00:47:16.898 --> 00:47:19.300
Nothing that hasn't been said on LinkedIn

00:47:19.340 --> 00:47:21.182
or Twitter, forty gajillion times.

00:47:22.003 --> 00:47:22.983
We do want to pay the bills to

00:47:23.003 --> 00:47:24.525
make sure we can bring you information

00:47:24.565 --> 00:47:24.786
like this.

00:47:24.806 --> 00:47:26.266
This episode is brought to you by Practice

00:47:26.447 --> 00:47:27.527
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at practice mojo crystals.org

00:48:02.460 --> 00:48:04.643
Next topic.

00:48:04.664 --> 00:48:05.704
Which one didn't we do?

00:48:05.744 --> 00:48:06.827
We did that one.

00:48:06.847 --> 00:48:07.628
We did this one.

00:48:07.648 --> 00:48:09.070
Oh, we're ripping through these.

00:48:09.429 --> 00:48:10.972
Oh, Throwback Tuesday.

00:48:11.960 --> 00:48:12.840
Throwback Tuesday.

00:48:13.440 --> 00:48:14.641
On Facebook, something came up.

00:48:14.721 --> 00:48:15.940
We've been doing a live stream for a

00:48:15.981 --> 00:48:16.521
long time.

00:48:17.121 --> 00:48:20.322
We found a post from two years ago.

00:48:21.121 --> 00:48:22.402
And I was like,

00:48:22.561 --> 00:48:23.842
I will listen to this and then we

00:48:23.862 --> 00:48:24.603
will talk about it.

00:48:24.682 --> 00:48:25.742
So I listened to it for like twenty

00:48:25.762 --> 00:48:26.463
minutes this morning.

00:48:27.402 --> 00:48:28.623
And we were talking about Tony's

00:48:28.744 --> 00:48:29.884
Unlimited.

00:48:29.923 --> 00:48:31.164
Two years ago this week,

00:48:31.184 --> 00:48:33.344
we were talking about Tony's Unlimited one

00:48:33.364 --> 00:48:34.864
hundred dollar a month access model.

00:48:35.751 --> 00:48:38.295
Was it ahead of its time due for

00:48:38.315 --> 00:48:38.936
a revival?

00:48:39.036 --> 00:48:39.577
Or Tony,

00:48:39.876 --> 00:48:42.380
are you still doing that two years from

00:48:42.420 --> 00:48:42.621
now?

00:48:43.641 --> 00:48:44.923
We just talked about it last week.

00:48:45.324 --> 00:48:46.146
I know, but this is...

00:48:49.246 --> 00:48:50.347
It's still going strong.

00:48:50.387 --> 00:48:51.387
We're still doing it.

00:48:51.447 --> 00:48:53.809
It's been going on for twenty five years.

00:48:55.148 --> 00:48:56.590
But yes, still there.

00:48:56.650 --> 00:48:56.769
Yes.

00:48:56.789 --> 00:48:57.349
All right.

00:48:57.391 --> 00:48:58.610
So so follow up questions.

00:48:58.650 --> 00:48:59.972
That was just the lead in question, Dave.

00:49:00.371 --> 00:49:00.992
Follow questions.

00:49:01.213 --> 00:49:02.672
What changed, if anything,

00:49:02.693 --> 00:49:04.034
in two years of you doing this?

00:49:04.353 --> 00:49:05.034
What did it teach you?

00:49:05.375 --> 00:49:07.155
Did it affect important things like no

00:49:07.175 --> 00:49:08.976
shows, flow, reactivations?

00:49:09.016 --> 00:49:11.117
Did it have a positive ROI outside the

00:49:11.418 --> 00:49:12.659
I know you really weren't doing it for

00:49:12.679 --> 00:49:14.059
the just for the hundred dollars a month

00:49:14.079 --> 00:49:14.559
per person.

00:49:14.880 --> 00:49:15.460
You were like, what?

00:49:15.721 --> 00:49:17.101
It's going to create culture, right?

00:49:17.141 --> 00:49:17.782
It's a gym thing.

00:49:18.362 --> 00:49:19.563
but with a cheers vibe.

00:49:21.065 --> 00:49:21.927
So what did it do?

00:49:21.987 --> 00:49:23.429
What'd you learn in two years of doing

00:49:23.449 --> 00:49:24.769
a hundred bucks a month on the limited

00:49:25.150 --> 00:49:26.693
gym access?

00:49:26.733 --> 00:49:27.132
Yeah.

00:49:27.152 --> 00:49:28.735
A hundred fold down,

00:49:28.876 --> 00:49:32.019
down a bad side of it is you

00:49:32.039 --> 00:49:33.802
have to have the right therapist who can

00:49:33.822 --> 00:49:35.384
manage it, who's comfortable with it,

00:49:35.403 --> 00:49:36.085
who enjoys it.

00:49:36.737 --> 00:49:41.342
The upside is you use it to capture

00:49:41.684 --> 00:49:43.445
cancellations, capture no-shows.

00:49:43.465 --> 00:49:45.106
You can fill those spots with people you

00:49:45.146 --> 00:49:47.369
have in the clinic on the hundred dollar

00:49:47.389 --> 00:49:48.110
a month plan.

00:49:49.391 --> 00:49:51.094
They bring in friends and family,

00:49:51.134 --> 00:49:51.715
neighbors.

00:49:52.054 --> 00:49:53.657
They increase our revenue.

00:49:54.557 --> 00:49:56.780
It's totally a net positive.

00:49:57.501 --> 00:49:59.621
It just has to be managed like anything.

00:49:59.922 --> 00:50:01.963
You have to have the right person managing

00:50:02.083 --> 00:50:02.264
it.

00:50:02.784 --> 00:50:05.364
And you sell the value of five days

00:50:05.385 --> 00:50:05.686
a week.

00:50:05.746 --> 00:50:07.266
Nobody wants to come five days a week.

00:50:07.706 --> 00:50:09.427
In twenty five years of doing it,

00:50:09.947 --> 00:50:12.688
one or two people might come five days

00:50:12.728 --> 00:50:13.289
a week,

00:50:13.809 --> 00:50:15.751
but most of them are happy to do

00:50:15.791 --> 00:50:16.570
two days a week.

00:50:16.590 --> 00:50:18.052
They're happy to get out in thirty

00:50:18.092 --> 00:50:18.472
minutes.

00:50:18.492 --> 00:50:21.393
They don't they don't occupy resources

00:50:21.454 --> 00:50:22.894
that we're using for other things.

00:50:25.324 --> 00:50:27.405
So five days a week and it's like

00:50:27.646 --> 00:50:29.068
just throughout normal business hours,

00:50:29.088 --> 00:50:29.168
Tony?

00:50:30.128 --> 00:50:31.449
Yeah, they're still scheduled.

00:50:31.509 --> 00:50:33.130
We still have appointments for them just

00:50:33.150 --> 00:50:35.853
so we don't overload certain times and we

00:50:35.873 --> 00:50:37.574
could block out certain times if we

00:50:37.634 --> 00:50:38.094
wanted.

00:50:38.635 --> 00:50:39.235
But yeah,

00:50:39.375 --> 00:50:42.697
generally the value to the consumer is

00:50:42.898 --> 00:50:44.079
unlimited access.

00:50:44.559 --> 00:50:47.041
The reality to the consumer is you're

00:50:47.081 --> 00:50:48.702
probably still going to come twice a week

00:50:48.722 --> 00:50:49.782
for thirty minute sessions.

00:50:52.813 --> 00:50:54.693
So I don't think I've really,

00:50:54.733 --> 00:50:56.375
we've talked about this a bunch that you

00:50:56.394 --> 00:50:57.574
have this membership.

00:50:58.215 --> 00:50:58.954
I don't recall.

00:50:58.994 --> 00:50:59.675
Maybe you mentioned it.

00:50:59.715 --> 00:50:59.936
I just,

00:51:00.175 --> 00:51:03.956
I didn't recall that even the gym slot

00:51:04.157 --> 00:51:05.577
where they're exercising and they do

00:51:05.597 --> 00:51:07.396
whatever they want on in their,

00:51:07.637 --> 00:51:10.318
in your space that they schedule a time

00:51:10.358 --> 00:51:10.777
for that.

00:51:10.818 --> 00:51:12.597
So there is, that's actually beautiful,

00:51:12.777 --> 00:51:12.998
right?

00:51:13.039 --> 00:51:13.219
Yeah.

00:51:13.579 --> 00:51:13.739
Right.

00:51:13.958 --> 00:51:15.139
They're scheduling a time to work out.

00:51:16.063 --> 00:51:16.423
I didn't know that.

00:51:16.463 --> 00:51:16.583
Yeah.

00:51:16.684 --> 00:51:17.364
So I didn't know that either.

00:51:17.965 --> 00:51:20.246
That is something that I think we've

00:51:20.286 --> 00:51:20.726
overlooked.

00:51:20.846 --> 00:51:21.827
I think, uh,

00:51:21.847 --> 00:51:23.668
cause I also have nudged you to raise

00:51:23.708 --> 00:51:24.108
the price.

00:51:24.148 --> 00:51:24.849
We talked about this.

00:51:25.248 --> 00:51:26.829
This was a published episode two years ago

00:51:27.349 --> 00:51:28.469
and it was a hundred dollars a month.

00:51:28.510 --> 00:51:29.471
Then it's still a hundred dollars.

00:51:29.510 --> 00:51:31.012
Now I, you know, it's probably,

00:51:31.192 --> 00:51:33.213
it probably could be bumped up to one

00:51:33.253 --> 00:51:33.893
twenty five,

00:51:35.074 --> 00:51:36.994
maybe one fifty a month and no one

00:51:37.014 --> 00:51:37.534
bat an eye.

00:51:38.034 --> 00:51:39.295
Well, you think more Jimmy two hundred?

00:51:40.349 --> 00:51:41.070
No, I was going to say,

00:51:41.110 --> 00:51:42.731
but then add the value, which is like,

00:51:42.831 --> 00:51:45.032
now we have towels that are eucalyptus

00:51:45.052 --> 00:51:46.893
scented, just like Equinox,

00:51:46.934 --> 00:51:47.554
you know what I mean?

00:51:47.594 --> 00:51:49.976
And just run around with like a eucalyptus

00:51:50.016 --> 00:51:51.637
flavored Lysol every once in a while,

00:51:51.677 --> 00:51:52.579
hit the towels with it.

00:51:52.719 --> 00:51:53.960
You got to up the value, right?

00:51:54.400 --> 00:51:56.782
But someone was talking on LinkedIn and

00:51:56.802 --> 00:51:57.061
they said,

00:51:57.081 --> 00:51:58.583
you need a two hundred thousand dollar

00:51:58.603 --> 00:51:59.103
investment.

00:51:59.143 --> 00:51:59.583
And I was like,

00:51:59.923 --> 00:52:01.284
you'd need less than five grand in

00:52:01.324 --> 00:52:02.246
Facebook marketplace.

00:52:02.505 --> 00:52:02.666
Like,

00:52:03.126 --> 00:52:05.007
I do not think if you do a

00:52:05.068 --> 00:52:06.329
two hundred thousand dollar equipment

00:52:06.429 --> 00:52:06.849
investment,

00:52:07.309 --> 00:52:08.550
I don't know when you see your money

00:52:08.570 --> 00:52:09.612
back, but it's not soon.

00:52:11.192 --> 00:52:12.472
So, I mean, really, really quick,

00:52:12.492 --> 00:52:13.572
cause we covered it a bunch,

00:52:13.592 --> 00:52:16.474
but in terms of scheduling a slot to

00:52:16.534 --> 00:52:16.753
go,

00:52:16.914 --> 00:52:18.295
to go work out at a physical therapy

00:52:18.335 --> 00:52:21.576
office as a gym membership is so

00:52:21.635 --> 00:52:21.976
overlooked.

00:52:22.016 --> 00:52:23.177
I can't believe we never talked about it

00:52:23.356 --> 00:52:25.617
deeply, but it's a,

00:52:25.717 --> 00:52:27.137
it forces someone to come now.

00:52:27.157 --> 00:52:28.179
Of course they love you, Tony.

00:52:28.199 --> 00:52:29.458
They love the cheers environment.

00:52:29.498 --> 00:52:31.559
Everyone knows each other's names and the,

00:52:31.760 --> 00:52:31.980
you know,

00:52:32.000 --> 00:52:33.340
the older gentleman with the joke book and

00:52:33.360 --> 00:52:33.661
all that.

00:52:33.681 --> 00:52:35.240
So there's a little bit of that community

00:52:35.280 --> 00:52:35.481
stuff,

00:52:35.541 --> 00:52:38.083
plus the built-in accountability of

00:52:38.182 --> 00:52:39.222
scheduling an appointment.

00:52:39.784 --> 00:52:40.625
to go work out.

00:52:41.106 --> 00:52:42.186
Planet Fitness doesn't do that.

00:52:42.708 --> 00:52:45.891
Gold's Gym, any other place, yes,

00:52:46.492 --> 00:52:47.414
and if it's group fitness,

00:52:47.434 --> 00:52:49.456
like Orange Theory or F-Forty-Five or

00:52:49.476 --> 00:52:51.440
whatever, like, you're not book,

00:52:51.579 --> 00:52:52.922
you're selecting a class time,

00:52:53.181 --> 00:52:54.543
but if you show up or not, like,

00:52:55.204 --> 00:52:55.746
They don't care.

00:52:56.166 --> 00:52:58.909
So you have folks that are going there

00:52:58.929 --> 00:52:59.349
more often,

00:52:59.429 --> 00:53:01.672
most likely because of the subtle booking

00:53:01.713 --> 00:53:02.494
of a time.

00:53:02.974 --> 00:53:03.735
They show up more often.

00:53:03.755 --> 00:53:04.657
They like the environment.

00:53:04.677 --> 00:53:05.097
Plus,

00:53:05.157 --> 00:53:06.458
they probably feel a little bit better

00:53:06.478 --> 00:53:06.898
because they're like,

00:53:06.998 --> 00:53:08.081
I'm working on a moving.

00:53:08.541 --> 00:53:10.222
And so they're more likely to show up

00:53:10.764 --> 00:53:13.226
and continue with the membership or

00:53:13.367 --> 00:53:14.688
reactivate for physical therapy.

00:53:15.552 --> 00:53:16.552
Because they like the environment.

00:53:16.853 --> 00:53:18.092
And both of those things feed into each

00:53:18.112 --> 00:53:18.293
other.

00:53:18.353 --> 00:53:20.094
They like the culture, the environment.

00:53:20.514 --> 00:53:21.775
They like the jokes and all that.

00:53:22.215 --> 00:53:23.416
Plus, they're moving around.

00:53:23.755 --> 00:53:25.215
The next morning, they feel better.

00:53:25.235 --> 00:53:25.996
The next morning after that,

00:53:26.036 --> 00:53:26.617
they feel better.

00:53:26.677 --> 00:53:27.257
So it's like, oh,

00:53:27.456 --> 00:53:29.498
so I'm going to go for my second

00:53:29.518 --> 00:53:31.039
time of the week and go work out

00:53:31.059 --> 00:53:33.039
there again and just do that indefinitely

00:53:33.159 --> 00:53:34.440
unless something else pops up that's,

00:53:34.681 --> 00:53:34.880
you know,

00:53:34.920 --> 00:53:36.842
like emergent or aches or pains or

00:53:36.862 --> 00:53:37.121
whatever.

00:53:38.510 --> 00:53:40.570
So when we talk about it and when

00:53:40.650 --> 00:53:42.791
I'm telling a prospect, hey,

00:53:42.911 --> 00:53:44.291
this is available to you.

00:53:45.512 --> 00:53:47.172
I specifically say that I say, look,

00:53:47.193 --> 00:53:49.572
you still have a scheduled time.

00:53:49.612 --> 00:53:51.313
You are still expected to be here.

00:53:51.992 --> 00:53:53.273
I'm not going to call you if you

00:53:53.313 --> 00:53:53.974
don't show up.

00:53:54.054 --> 00:53:55.193
I'm not going to penalize you.

00:53:55.213 --> 00:53:56.273
I'm not going to give you a no

00:53:56.293 --> 00:53:57.574
show cancellation fee,

00:53:57.614 --> 00:53:59.474
but I will expect you to be here.

00:53:59.914 --> 00:54:00.715
So like Dave said,

00:54:00.755 --> 00:54:01.914
they get the accountability.

00:54:01.974 --> 00:54:02.155
Now,

00:54:02.835 --> 00:54:04.815
why is that different from Planet Fitness

00:54:04.856 --> 00:54:06.295
where they don't want you to be there

00:54:06.315 --> 00:54:06.576
and

00:54:06.755 --> 00:54:10.179
Because I know that if that person's in

00:54:10.219 --> 00:54:12.420
my clinic and I get a no-show at

00:54:12.460 --> 00:54:13.300
the same time,

00:54:13.481 --> 00:54:15.963
I can reactivate that patient into an

00:54:16.023 --> 00:54:18.684
insurance-covered physical therapy visit.

00:54:19.144 --> 00:54:21.367
So there is value for me and that

00:54:21.407 --> 00:54:23.608
person physically being in my clinic.

00:54:23.688 --> 00:54:24.889
I want them to come.

00:54:25.369 --> 00:54:28.211
Not just for the personal satisfaction of

00:54:28.271 --> 00:54:30.393
knowing that that person would be sitting

00:54:30.432 --> 00:54:32.813
on a couch watching TV or coming into

00:54:32.853 --> 00:54:34.255
my clinic and getting stronger.

00:54:34.795 --> 00:54:37.175
There's also the fact that, hey,

00:54:37.396 --> 00:54:39.657
this is going to potentially recover a

00:54:39.717 --> 00:54:41.518
cancellation no-show if they are

00:54:41.557 --> 00:54:42.619
physically in my clinic.

00:54:43.617 --> 00:54:44.858
Yeah.

00:54:44.878 --> 00:54:46.719
So the twist before we hit parting shots

00:54:46.739 --> 00:54:47.340
would be, Dave,

00:54:47.360 --> 00:54:49.402
is there any way you could steal this?

00:54:49.802 --> 00:54:52.003
Could you go to a gym and say,

00:54:52.523 --> 00:54:53.824
I've got five patients.

00:54:53.905 --> 00:54:56.266
We're going to do a weekly meetup as

00:54:56.286 --> 00:54:57.246
a reactivation.

00:54:57.827 --> 00:54:59.088
How much to rent the gym?

00:54:59.289 --> 00:54:59.789
Got it.

00:54:59.889 --> 00:55:00.989
For five patients,

00:55:01.190 --> 00:55:01.971
you're charging me this.

00:55:02.030 --> 00:55:04.351
I need to charge them to cover my

00:55:04.391 --> 00:55:05.713
cost, make margin, and do it.

00:55:05.773 --> 00:55:07.594
Is that something you could ever twist?

00:55:08.215 --> 00:55:09.615
Just because you don't have brick and

00:55:09.635 --> 00:55:10.536
mortar doesn't mean you do.

00:55:11.056 --> 00:55:12.318
Or could you use it as your brick

00:55:12.338 --> 00:55:12.637
and mortar?

00:55:13.445 --> 00:55:14.465
I knew you're gonna say it.

00:55:14.565 --> 00:55:15.706
And I was gonna say yes.

00:55:15.927 --> 00:55:16.407
So we do.

00:55:16.467 --> 00:55:17.748
And so now I need to go in

00:55:17.788 --> 00:55:18.148
today.

00:55:18.967 --> 00:55:19.969
We're going to be in the office.

00:55:20.028 --> 00:55:21.750
So I'll ask Noah Hyman,

00:55:22.490 --> 00:55:23.311
if we could do that.

00:55:23.530 --> 00:55:24.711
And, you know,

00:55:26.233 --> 00:55:28.213
I'll have to pay or what I don't

00:55:28.233 --> 00:55:29.695
know if he'll increase the rate or

00:55:29.735 --> 00:55:30.034
whatever.

00:55:30.074 --> 00:55:30.856
But we'll see it.

00:55:31.115 --> 00:55:33.356
There's space, there's open space.

00:55:34.217 --> 00:55:35.498
And yeah,

00:55:35.557 --> 00:55:37.579
it totally could be something that would

00:55:37.599 --> 00:55:38.019
be doable.

00:55:38.512 --> 00:55:39.193
Here's what I would do.

00:55:39.293 --> 00:55:40.894
I would say, Eisenhower, I think, said,

00:55:40.934 --> 00:55:41.755
you don't go to war with what you

00:55:41.775 --> 00:55:41.896
need.

00:55:41.916 --> 00:55:42.836
You go to war with what you have.

00:55:42.936 --> 00:55:44.157
I'd go to your staff and go,

00:55:44.197 --> 00:55:44.938
who do I got?

00:55:45.139 --> 00:55:46.619
What's their excited flavor?

00:55:47.179 --> 00:55:48.221
How much would I need to pay them

00:55:48.300 --> 00:55:50.083
to do an hour or once a week?

00:55:50.143 --> 00:55:51.804
You reverse engineer orange theory.

00:55:52.144 --> 00:55:52.344
Great.

00:55:52.385 --> 00:55:53.065
This is what I got.

00:55:53.365 --> 00:55:54.427
If you could teach a class,

00:55:54.827 --> 00:55:56.347
what class would you teach if I paid

00:55:56.367 --> 00:55:56.909
you to do it?

00:55:57.329 --> 00:55:57.688
And then...

00:55:58.449 --> 00:56:00.431
Go to your EMR and then hit people.

00:56:00.452 --> 00:56:02.353
We've got this offering at this location

00:56:02.373 --> 00:56:02.893
at this time.

00:56:03.153 --> 00:56:03.974
See if it plays out.

00:56:04.554 --> 00:56:07.757
And you're saying Noah is the person who

00:56:07.777 --> 00:56:08.557
you pay for the space?

00:56:09.478 --> 00:56:10.519
I would rent it with him.

00:56:11.500 --> 00:56:12.641
If it pops, it pops.

00:56:12.661 --> 00:56:13.262
I'll keep doing it.

00:56:13.322 --> 00:56:13.742
We all win.

00:56:13.762 --> 00:56:14.483
You do nothing.

00:56:14.543 --> 00:56:15.322
If it doesn't, well,

00:56:15.342 --> 00:56:16.184
I'm going to try it for a month

00:56:16.204 --> 00:56:16.623
and then I'm not.

00:56:16.724 --> 00:56:17.744
And no harm, no foul.

00:56:17.764 --> 00:56:20.947
Right.

00:56:21.007 --> 00:56:22.309
All right, let's do parting shots.

00:56:23.048 --> 00:56:25.949
parting shots oh wait we have a sponsor

00:56:25.989 --> 00:56:27.369
for parting shots i want to make sure

00:56:27.389 --> 00:56:29.550
we got this parting uh where'd it go

00:56:29.610 --> 00:56:31.452
there we go uh the linkedin clinician

00:56:31.532 --> 00:56:33.771
starter pack is now a thing it's a

00:56:33.811 --> 00:56:36.472
downloadable uh package uh finally

00:56:36.512 --> 00:56:37.932
everything you need to become a thought

00:56:37.952 --> 00:56:40.793
leader your dpt cohort scrolls pass at

00:56:40.833 --> 00:56:42.394
eleven pm you get a ring light

00:56:43.074 --> 00:56:45.117
you get one hashtag Motivation Monday

00:56:45.177 --> 00:56:47.320
template and a step-by-step guide to

00:56:47.380 --> 00:56:49.362
posting your cancellation policy like it's

00:56:49.382 --> 00:56:50.023
a TED Talk,

00:56:50.063 --> 00:56:51.364
the LinkedIn Clinician Starter Pack,

00:56:51.646 --> 00:56:53.467
because being overbooked is optional,

00:56:53.748 --> 00:56:56.871
but being overbranded is essential.

00:56:56.931 --> 00:56:57.552
All right, parting shot.

00:56:58.755 --> 00:56:59.594
All right.

00:56:59.614 --> 00:57:01.115
I think I mentioned this on the last

00:57:01.155 --> 00:57:03.096
episode, but it's worth mentioning again.

00:57:03.817 --> 00:57:08.617
Elon Musk is notoriously bad at predicting

00:57:08.677 --> 00:57:11.298
timeframes, but he did say, quote,

00:57:11.958 --> 00:57:13.679
you don't need to save money anymore

00:57:13.719 --> 00:57:16.681
because we will reach that point of.

00:57:17.581 --> 00:57:20.324
um prosperity where nobody needs to save

00:57:20.403 --> 00:57:22.465
nobody needs to earn everybody will have

00:57:22.545 --> 00:57:25.688
money uh all thanks to your local ai

00:57:25.789 --> 00:57:27.289
now he's thinking it's going to be in

00:57:27.309 --> 00:57:29.112
three to five years i don't think that's

00:57:29.132 --> 00:57:32.054
going to happen but um i i will

00:57:32.094 --> 00:57:34.376
start that episode with dave so ridiculous

00:57:34.597 --> 00:57:35.858
it's a ridiculous statement

00:57:36.311 --> 00:57:38.532
He's talking about universal basic income.

00:57:38.552 --> 00:57:39.853
Essentially, everybody just gets money.

00:57:39.952 --> 00:57:41.913
He's saying AI will bring the cost of

00:57:41.952 --> 00:57:43.893
everything down to the point where nothing

00:57:43.934 --> 00:57:45.454
will cost us anything.

00:57:46.255 --> 00:57:48.795
And we will have universal basic income

00:57:48.956 --> 00:57:51.998
because we won't need jobs to buy stuff

00:57:52.097 --> 00:57:54.039
because everything, yeah.

00:57:55.079 --> 00:57:56.360
I will believe it when he says it

00:57:56.699 --> 00:57:58.139
while he's standing on Mars,

00:57:58.541 --> 00:58:00.041
which he said he would be at Mars

00:58:00.081 --> 00:58:00.420
already.

00:58:00.460 --> 00:58:01.302
So I'm not saying it's wrong.

00:58:01.322 --> 00:58:02.862
I'm just saying timelines.

00:58:02.902 --> 00:58:03.242
All right, Dave,

00:58:03.262 --> 00:58:04.262
what do you got for your parting shot?

00:58:06.132 --> 00:58:07.373
I don't want to hammer too much on

00:58:07.413 --> 00:58:08.094
the Graham sessions.

00:58:08.434 --> 00:58:09.155
I not,

00:58:09.434 --> 00:58:10.836
and I have been invited in the past.

00:58:10.856 --> 00:58:12.239
So I want to just say that it's

00:58:12.298 --> 00:58:14.360
not that I'm being salty because I'm not

00:58:14.400 --> 00:58:16.963
at the, the cool kids table or whatever.

00:58:18.284 --> 00:58:20.327
I've been invited back in twenty,

00:58:21.048 --> 00:58:23.130
twenty sixteen, seventeen, eighteen,

00:58:23.210 --> 00:58:24.092
around that, around that time.

00:58:24.112 --> 00:58:25.534
I, I,

00:58:26.757 --> 00:58:27.219
Right, right.

00:58:27.259 --> 00:58:31.463
So I mean, I love the initiative.

00:58:31.583 --> 00:58:33.844
I love the private nature of it.

00:58:34.184 --> 00:58:34.945
I think it's great.

00:58:35.465 --> 00:58:38.248
I just think the payment reimbursement

00:58:38.289 --> 00:58:38.969
consideration,

00:58:39.269 --> 00:58:42.012
that is the biggest component of the

00:58:42.052 --> 00:58:45.034
entire physical therapy industry in the

00:58:45.135 --> 00:58:45.436
US.

00:58:45.556 --> 00:58:46.996
And so for that not to be a

00:58:47.036 --> 00:58:49.378
topic for the most upcoming Graham

00:58:49.418 --> 00:58:50.880
sessions is...

00:58:51.893 --> 00:58:53.934
Insane because reimbursement is not

00:58:54.014 --> 00:58:54.494
increasing.

00:58:54.594 --> 00:58:55.255
But again, like I said,

00:58:55.356 --> 00:58:58.958
I believe still most of those owners have

00:58:59.197 --> 00:59:01.259
chains of in-network practices.

00:59:01.599 --> 00:59:05.481
And maybe that's why I have nothing else

00:59:05.501 --> 00:59:07.302
to include or provide other than that.

00:59:07.362 --> 00:59:08.402
I just baffled.

00:59:09.456 --> 00:59:09.916
Yeah, well,

00:59:10.177 --> 00:59:11.838
I will be there asking those questions.

00:59:12.079 --> 00:59:14.221
I am going to attempt to live stream.

00:59:14.760 --> 00:59:16.422
I'm going to attempt to be standing

00:59:16.481 --> 00:59:16.862
outside.

00:59:16.882 --> 00:59:19.143
I'm not going to broadcast the talks.

00:59:19.184 --> 00:59:20.905
My goal is to broadcast essentially beyond

00:59:20.925 --> 00:59:22.766
the sidelines of the Super Bowl and say

00:59:22.786 --> 00:59:23.166
like, all right,

00:59:23.246 --> 00:59:24.347
if this is the conversation,

00:59:24.929 --> 00:59:26.550
share the ideas and the things that

00:59:26.590 --> 00:59:27.271
surprised you.

00:59:27.311 --> 00:59:28.592
What is it in the room that shocked

00:59:28.612 --> 00:59:28.791
you?

00:59:28.851 --> 00:59:29.592
What was in the room?

00:59:29.731 --> 00:59:31.534
Like those big questions with...

00:59:31.934 --> 00:59:33.335
the one hundred and forty nine other

00:59:33.375 --> 00:59:33.936
thought leaders.

00:59:34.016 --> 00:59:34.315
And I will.

00:59:34.655 --> 00:59:35.797
So I'm going to try to go live.

00:59:35.817 --> 00:59:36.898
I'm going to bring the equipment down

00:59:36.918 --> 00:59:37.739
there and see if we could do it.

00:59:38.139 --> 00:59:39.840
We should still live stream that morning

00:59:39.860 --> 00:59:41.362
because I don't think it starts until

00:59:41.682 --> 00:59:44.005
later that afternoon.

00:59:44.085 --> 00:59:45.385
It's my.

00:59:45.425 --> 00:59:45.666
Yeah.

00:59:45.706 --> 00:59:46.347
So I'll go.

00:59:46.447 --> 00:59:47.086
I'll figure out a way.

00:59:47.106 --> 00:59:47.748
Plus, I got a phone.

00:59:48.407 --> 00:59:50.150
Tony, Dave, find them where they are.

00:59:50.429 --> 00:59:51.351
And thanks for listening.

00:59:52.492 --> 00:59:52.672
That's it.

00:59:52.692 --> 00:59:52.972
We're out.

00:59:52.992 --> 00:59:54.472
Boys, what the hell are you doing?

00:59:54.512 --> 00:59:57.333
Follow Tony Meritato on YouTube at Total

00:59:57.373 --> 00:59:58.414
Therapy Solution.

00:59:58.454 --> 00:59:59.454
Find Dave Kittle at

00:59:59.474 --> 01:00:02.677
conciergepainrelief.com and on YouTube at

01:00:02.697 --> 01:00:03.858
The Dave Kittle Show.

01:00:04.197 --> 01:00:07.340
And follow Jimmy McKay at PT Podcast on

01:00:07.440 --> 01:00:08.500
YouTube, the socials,

01:00:08.621 --> 01:00:10.380
and wherever you binge podcasts you

01:00:10.400 --> 01:00:12.061
pretend are for CEUs.

01:00:12.362 --> 01:00:13.802
And hey, just a reminder,

01:00:14.304 --> 01:00:15.603
none of this was for advice.

01:00:15.643 --> 01:00:17.065
This was for entertainment only.

01:00:17.425 --> 01:00:18.766
Our lawyers say that counts.

01:00:18.865 --> 01:00:19.746
Thanks, Keith.